The Future of Fast
PUMA®
Deviate Nitro Elite is a performance, race-day shoe designed for turbo speed. Inertia's aim was to effectively communicate explosive energy and speed through an ownable, visually striking aesthetic that captured runners attention in-store and online.
Puma Running continues to set the pace in performance footwear with the Deviate Nitro Elite 3 - an ultra-lightweight race-day shoe engineered for elite runners seeking peak propulsion, supreme energy return, and uncompromising speed. To launch this groundbreaking innovation, Puma partnered with False9 and Inertia Studios to create a visually striking campaign that captures the shoe’s effortless speed, precision engineering, and cutting-edge technology.
( SPEED YOU CAN FEEL )
Speed isn’t just about moving faster. It’s about effortless propulsion, precision engineering, and a responsive ride that maximises every stride. Our creative approach centered on capturing motion in a way that felt visceral and dynamic - where every element, from lighting to the graphical language, reinforced the sensation of speed. By merging high-speed CGI cinematography with bold, graphical transitions, we translated performance into a visceral experience, allowing the visual energy to speak louder than words.
( CREDITS )
Client: Puma Running
Agency: False9
Design, Direction and Production: Inertia Studios
Sound and Music: Zelig Sound
More Work
