The launch of Puma’s latest running shoe—IGNITE—set off a spectacle in New York City’s Times Square that involved semi-professional runners, the NYPD, tourists and passersby pounding away in their IGNITE footwear on 25 branded treadmills, six large LED screens, a giant 13-foot semicircular LED tower, out-of-home billboards and signage, not to mention tons of collective energy created by the participants. And it was all topped off by an appearance by Puma spokesman and the world’s fastest man, Usain Bolt. The energy trackers placed on the treadmills were crucial to the activation, serving as the primary measurement tool to gauge the runners’ distance. The five Times Square billboards garnered 125 million impressions with an estimated social media reach of 15.5 million. Pretty spectacular.

Shot as an OB, with a quick overnight edit for delivery to hit the Japanese market when they awoke.