PUMA at Red Bull CPD Africa Finals

Red Bull’s international motorsport event, Car Park Drift, brought its African finals to Suncoast Casino in Durban (KZN) and I led the creative direction on PUMA South Africa’s presence on site. The conditions were rough, with genuinely chaotic weather, but we still delivered a fully functioning retail space that held up and traded properly through the event.

The build was the statement. We turned a parking lot into a spectacle by constructing the retail space with walls made entirely from massive LED panels, so the store itself became a piece of live entertainment and a magnet for the crowd.

Alongside the retail experience, I created extra value for the brand by shooting video and photographic content during the event, using models and a location backdrop that was uniquely suited to the motorsport world, the kind of access and atmosphere most sports-lifestyle brands simply don’t get.

Client: PUMA South Africa
Creative Director: Matt Suttner
Production Manager: Kim Suttner

Person wearing jeans and white sneakers splashing water on wet pavement, with a Red Bull car in the background.
A woman in sporty clothing poses in front of a white BMW E30 with yellow headlights, parked outdoors in the rain. She wears a blue and red beanie, black jacket, white t-shirt, black pants, and black sneakers. In the background, there's a lit sign tha
Four young people standing behind a barrier with the Puma logo, under a Red Bull umbrella, at a racing event.
A BMW car and a black BMW car parked in front of a tent at an outdoor event, with flags flying on poles in the background and a digital screen displaying a BMW logo.
Man holding a microphone under a large black umbrella during rain at an outdoor event.
A white vintage BMW E30 M3 car with gold wheels parked on a wet surface during a rainy event, with people and a large screen in the background displaying Red Bull branding and the word 'Carpark Drift'.
A car performing a burnout during a racing event with a crowd of spectators cheering and taking photos in the background.