Cloverse Produces In-Store Graphics, Signage Videos, and EC Visuals for PUMA Retailers

Cloverse Inc. (Headquarters: Minato-ku, Tokyo; CEO: Kentaro Nakatake) has collaborated with Hakuhodo Gravity Inc. to produce in-store graphics, digital signage videos, and e-commerce (EC) visuals for select product lines of PUMA's 2026 Spring/Summer collection.

In this project, the team organized the target audience and value propositions for each product line. They then pushed forward production by combining variation generation through Generative AI with professional human direction and supervision. Starting from the brand's intent, the goal was to reconstruct store expressions that balance high visibility and unity in physical stores with product appeal that 'translates' effectively in EC environments.

### Background of the Initiative As product lines expand and distribution channels diversify, maintaining brand consistency while managing channel alignment, production costs, and schedules has become a challenge. Furthermore, there was a need to optimize visuals for the target audience and worldview of each item line, with designs that enhance visibility in the specific store spaces of various retailers. High expressive power to accurately convey product appeal, unified design that does not break brand tone, and quality applicable to both EC and physical stores were required.

### Service Details Based on the communication policy and worldview designed by Hakuhodo Gravity, Cloverse organized the target profiles and appeal axes for each retailer and product line. They produced visuals by combining Generative AI's variation capabilities with human direction.

[Deliverables] - In-store Graphics: Worldviews designed for each line's target and price range, creating visuals that catch the eye and convey value at the storefront. - Digital Signage: 10-15 second motion videos designed with storytelling that intuitively conveys lifestyle scenes and product value based on target personas. - EC Visuals: Studio looks designed for common use in-store and online, clearly highlighting the products' appeal.

### Implementation Effects - Maintained worldviews for each item line and target while ensuring unity across the entire storefront. - Redesigned the workflow traditionally based on location shoots, reducing costs for travel, studios, and model booking. - Realized optimization of production periods and total production costs. - Rapidly deployed necessary visuals, contributing to strengthened appeals in-store and on EC platforms.

### Comments Representative from PUMA: 'In our challenge to create new expressions using Generative AI, we were able to realize visuals reflecting daily wear scenes of our apparel lines in a short period through direction that accurately captured brand intent. The lifestyle-centric urban scenes proposed for various lifestyle scenarios will lead to broader engagement across our target audience. We look forward to strengthening our collaboration with Cloverse and Hakuhodo Gravity.'

Go Yano, Executive Officer, Hakuhodo Gravity: 'In this project, we established a production process that guarantees quality even in short cycles by incorporating direction and supervision steps while utilizing AI-based variation generation. By working together with Cloverse from expression study to platform optimization, we achieved consistent output across all media.'

Kentaro Nakatake, CEO, Cloverse: 'We are honored to be involved in the production for the global brand PUMA. By fusing AI speed with human direction, we realized an expressive design that flexibly brings ideas to life. Starting with this initiative, we intend to expand our domain beyond static images to signage videos and seasonal video expressions, contributing to the enhancement of PUMA's store experience.'

### Company Profiles [Puma Japan K.K.] Location: ThinkPark Tower 18F, 2-1-1 Osaki, Shinagawa-ku, Tokyo President: Ryosai Inoue Business: Planning, import, sales, and marketing of PUMA footwear, apparel, and accessories in Japan.

[Hakuhodo Gravity Inc.] Location: Tokyo, Japan.