Prince originally came to us by way of our Puma work. Our task was simple: give the brand a total makeover. They wanted to be younger and hipper with the goal of capturing a new generation of tennis freaks. It was just the kind of brief we could really sink our creative teeth into.

Like Puma, our work with Prince is all about defining and building a unique brand personality and attitude. Then that unique brand personality is used to bring Prince's proprietary technologies to life in all sorts of traditional and non-traditional ways. We have to say we've been quite pleasantly surprised at how far Prince has been willing to let us go in helping them reinvent their brand. They certainly have more balls than we thought they would. Canisters and canisters filled with balls.