PUMA’s international “Run The Streets” campaign featuring The Weeknd celebrates the hustlers, the ones who follow their passion while remaining true to their roots. USN was tasked by PUMA Singapore to recreate this campaign, and contextualise it for the local market.
We curated a group of six individuals – an urban-foraging bartender, a crochet artist, a hawker chef, among others – to be the faces of the campaign. They were then showcased in a music video written and performed by popular Singaporean rapper ShiGGa Shay, highlighting the dedication to their craft and their drive to succeed. Profile videos for the “hustlers” were also released to accompany the music video.