Sweet Rickey delivers She Moves Us campaign for PUMA

Produced by Sweet Rickey and Directed by Yaara Sumeruk, PUMA’s She Moves Us spot honours Women’s History Month by celebrating the women who move together to achieve and connect through sport, culture, and values. 

Featuring multi-talented PUMA ambassadors, including singer Dua Lipa and an incredible roster of female athletes, the campaign highlights overcoming adversity in order to reach goals alongside an inspirational reminder to just keep moving.

“We were honored to work with the amazing team at PUMA,” comments Sweet Rickey EP Vanessa Lonborg. “Yaara's and our teams’ total commitment to the great She Moves Us concept made the tight timeline for an international multi-city shoot,  beholden to the many celebrities' schedules (and during a covid surge around the holidays!) all still come together smoothly.  True to the script, we ‘kept moving forward’!  And we loved it!”

A woman-owned production company, Sweet Rickey deeply connected with the ideology of the piece and worked to deliver on that same spirit when assembling the female powered creative team. Award-winning filmmaker Yaara Sumeruk, known for directing visually striking works that shine a light on topical issues, was a natural fit for the project. Director of Photography Hillary Spera (Dexter, The Flight Attendant) was brought onboard for the global shoot, with Director of Photography Adam McDaid handling the New York-side of the production. 

Director Sumeruk worked closely with noted Editor Britt Bellamy, of sister company editbar, to seamlessly interweave the movement and message, in collaboration with visual effects artistry by Zero FX, with the powerful kinetic energy of the PUMA ambassadors. 

“I got involved during pre-production so that we were all on the same page before shooting began,” shares Editor Bellamy. “Yaara had a strong creative vision and directed the multi-location shoot with an exacting eye and plan, which allowed the edit to come together fairly quickly despite the project’s scope and complexity. One of the biggest key considerations was keeping the technical aspects of the transitions in mind. Things had to line up just right for this technique to work so it was essential to make sure they were as seamless as possible while also using the best performances from the ambassadors. Sometimes a single frame made all the difference.”