PUMATRAC, from intern to producer
My first project straight out of university. I started as the intern, was the producer within 4 to 5 months and was still running it close to 4 years later.
- Client
- Puma, with LOOP New Media
- When
- 2017 – 2021
- My role
- Intern, then Producer
- Result
- Editing time nearly cut in half
Where it started
Fresh out of university, I joined LOOP as an intern and got handed PUMATRAC, Puma's running and fitness training app. It was grunt work: 25,000 files to create and edit, one hard drive full of footage and a brief on how to do it. No organisation and no clear workflow to start off with.
What I did
So I built one. I worked out a process, sped everything up, and by the time the app launched, 3.5 months in, I was the person in charge of the content and the edit.
Within 4 to 5 months I stepped up as producer for the shoots that followed, and I kept running the project for my whole time at LOOP, close to 4 years. Countless shoots in lots of different countries: Ukraine, LA, New York, Vienna, Salzburg, London and even Virat Kohli in India.
We had over 30 different athletes, influencers and trainers in the app, celebrity coaches included. Puma has since closed the app.
Where it ended up
The workflow went so far that we could produce content in languages I didn't understand, and it still ran smoothly through the process. We cut the editing time nearly in half compared to when I started.
My favourite proof: during Covid, I produced, managed and directed a shoot in LA from my home office desk in Austria, at 3 o'clock in the morning. That's how clearly the project and the workflow were set up.