Background
The Buzzlight Project is a collaboration between Media Communications, Advertising, and Graphic Design students. Our four-member team was randomly formed to develop a campaign for PUMA Buzzlight, a limited-edition sneaker. After receiving the brief from the Advertising and Graphic Design students, we chose light painting photography to capture the shoe’s futuristic and dynamic essence.
Process Work
We worked in a dark, compact studio, carefully planning our setup to maximize the impact of light painting photography.
Team Roles & Execution:
1. Light Painter & Lead (Me): Directed the shoot and executed the light painting using three types of lights, creating dynamic streaks and patterns around the model.
2. Camera Operator: Controlled the camera settings, adjusting long-exposure techniques to perfectly capture the motion effects.
3. Model: Showcased the PUMA Buzzlight sneakers, striking dynamic poses to interact with the light trails.4.
4. Assistant: Helped coordinate the lighting setup and supported the execution of each shot.
We took hundreds of photos, experimenting with different light movements, angles, and compositions to achieve the most striking visual effects. After reviewing our shots, I selected the 9 strongest images and meticulously edited them using multiple layers to enhance color, contrast, and overall impact.
Deliverables
To bring our PUMA Buzzlight campaign to life, I designed three key deliverables：Billboard Advertisement, Magazine Advertisement, Web Flyer.
Credits
Photography Vanessa Li & Samantha
Design Vanessa Li
Model Josh