JED Lab x PUMA at Paris 2024: Capturing the Olympic Games in Real Time

The Paris 2024 Games weren’t just a sporting event — they were a global attention engine. And during those peak weeks, JED Lab teamed up with PUMA to do what we do best: turn real moments into high-impact storytelling, at the speed of culture.

Over 21 days on the ground in Paris, our crew produced a stream of viral social content and a hero recap film celebrating medal-winning performances and the mindset behind them. The results speak loud: the content has already generated 700M+ impressions.

A Content Mission Built for the World Stage

The brief was clear: be present, be fast, be cinematic — and make people feel something.

Our work followed PUMA-sponsored athletes through the intensity, adrenaline, and emotion of the Games — transforming high-pressure competition into stories that travel far beyond the stadium.

The roster included standout names like Mondo Duplantis, Yaroslava Mahuchikh, Julien Alfred, Dennis Schröder, RJ Barrett, Andre De Grasse, and more.

This wasn’t content made after the fact. It was built in real time — while the world was watching.

A Four-Person Team. Full Production. Zero Pause.

On-site in Paris, the JED Lab crew operated like a high-performance unit, lean, creative, and execution-first.

From shooting to project management, we handled production end-to-end while collaborating closely with PUMA’s brand and social media teams throughout the full 21-day sprint.

The Hero Film: “The chase is forever”

At the center of the campaign was the recap film titled “The chase is forever,” conceived and directed by Jack Lafortune.

That line captures a truth every athlete knows: the medal isn’t the finish line — it’s proof of the work. The real story is what happens before, during, and after the win: the repetition, the pressure, the discipline, the hunger to go again.

Jack led every stage of the production — script, storyboard, filming, sound design, and editing — shaping the message into a film that feels both intimate and epic.

The result: a piece built to resonate beyond sport — with anyone chasing a goal, building a craft, or refusing to settle after a milestone.

Designed for Reach — Built for Impact

The recap film (and multiple pieces of Olympic content produced during the Games) launched across PUMA’s official channels, including Instagram and YouTube, ensuring global visibility for the collaboration.

And it didn’t live online only: the videos were also shown on large screens at the PUMA House in St-Ouen, Paris, extending the campaign into a physical brand experience during the Games.

Why This Matters

This collaboration is a reminder of what’s possible when:

• a brand trusts storytelling,

• a team moves fast without sacrificing quality,

• and creative decisions are made with emotion, rhythm, and cultural instinct.

As Jack Lafortune shared, the goal was to highlight the relentless pursuit of excellence — and how creativity and commitment can resonate at a global level, inspiring not only athletes, but audiences too.

Want This Level of Storytelling for Your Brand?

If your brand needs a team that can create at speed, shoot at scale, and deliver content that feels premium and performs globally, let’s talk.

JED Lab builds cinematic campaigns for brands that move.