Anomaly shows that Gen Z fashion can step outside same-same and into something quite remarkably interesting. Puma’s H-Street brand has become a ‘real” suburb, and New Zealand-South Korean pop star of the moment, Rosé, has moved in.

H-Street, originally a performance-driven track runner, is now a low-profile, high-visibility staple for the modern Sportstyle line. Rosé , who fronted PUMA’s Speedcat line previously, has become its trendsetter. The suburb is a strange place (described oddly, by a 1950s-style voiceover), with robot dogs, Roomba-style robots delivering lemonade and PUMA-shaped hedges being trimmed with oversized clippers. Puma’s H-Street world is designed to feel alive, weird, and meticulously crafted.

The campaign features two films that centre around Welcome to H-Street, a reimagining of traditional suburban life. The 15-second film, Welcome to H-Street shows Rosé moving into her new home with PUMA [SW1] Moving Company boxes, and then relaxing on a lawn chair while robot dogs interact with each other. A 6-second cutdown focusses on Rosé’s move. The films’ a strong colour contrast and sunny, too-perfect atmosphere, create a bright, poppy, and tech-forward atmosphere. Moving away from standard neighbourhood tropes, the visual world of H-Street is artfully kitsch and slightly surreal, where the past, present, and future collide.

The commercials will be supported with BTS and social stills.

“Welcoming Rosé to the H-Street line gave us a unique opportunity to create a playfully self-aware campaign,” stated Lina Rode, creative director at Anomaly. “We built a surreal version of an actual H-Street neighbourhood inspired by the retro history of the shoe, but with the future-facing vision of PUMA [SW2] [DB3] [DB4] Sportstyle. And with Rosé moving in, it’s a street that we all want to be a part of.”

Credits
Creative Agency: Anomaly 
Production Company: ProdCo
Director: Onda
Photographer: Sinae Kim