PUMA x BMW Motorsport Campaign
Racing decals meet streetwear in Codea’s PUMA x BMW campaign.
Codea created the creative direction and production for a PUMA x BMW Motorsport campaign that places racing heritage in a contemporary streetwear setting. The campaign builds from BMW Motorsport’s colours and shapes, using contrasting light and circuit-inspired styling. Typography supplies a second layer of reference: racing decals, stickers and lettering on uniforms informed a search for expressive sporty faces. Rough edges, unusual forms and small imperfections give that lettering its character, without taking the whole campaign into a fully retro direction. Cleaner grotesks provide a counterweight. The resulting contrast between restless racing graphics and more restrained typography creates a visual rhythm across the campaign, joining the language of the track with a fashion-led presentation.
Insights
- Racing decals, stickers and uniforms provide the typographic references. Codea sought character through irregular details rather than treating vintage style as the entire concept.
- Expressive sporty lettering is balanced with straightforward grotesks. The contrast gives the campaign both movement and a more controlled typographic structure.
- The visual direction retains BMW Motorsport’s colours and shapes while using lighting and styling to place them in a streetwear context.
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