davido & the 30bg collection

jet-setting production without the jet

International singer-songwriter Davido, better known as the king of modern-day Afrobeats, has captured young global audiences by storm. For his collaboration with PUMA, we faced a unique technical challenge: depict the essence of the artist’s signature collection through his jet-setting lifestyle (without the private jet). In the process, bring to life a scene from his upcoming but not-yet-filmed music video.

Without any on-location footage or reference, we blended AI visualizations with volumetric stage production and practical art direction to recreate moments that didn’t yet exist. We then filmed and photographed Davido together with the 30 Billion Gang (his crew and inspiration for the PUMA collection), with real lenses against this Brechtian backdrop. The result was a campaign that felt genuine to Davido’s world and self-aware for the audience—delivered on time, with accuracy and speed.