Art Direction — Commercial
Campaign Overview — This concept is a celebration of the PUMA Suede, and the material suede itself. Collection designs utilize suede in a variety of different ways, in a tribute to PUMA’s history of working with the material. Footwear styles feature suede uppers, iconic fat laces, and gold charms. A suede track jacket rounds out this collection made to reclaim suede. This execution features a suede upper with a hairy suede vamp, tongue, and heel, as well as a metal PUMA-branded trinket attached to the top eyelet.
My Role — My role as the Jr. Designer consisted of leading the creative for PUMA's Luxe Pack and establishing the narrative behind the product story. The collection consists of the Puma Slipstream, Suede, Mayze, and Teveris sneaker silhouette & T7 jacket. The business objective and challenge was to continue showcasing the iconic Suedes in a classic space to maintain its relevance as icons in the footwear industry.
To achieve the objective, the given direction emphasized the rich suede material and gold details of the collection through relevant props and set design to create an overall warm, classic, environment for the products.
I was involved with developing a mood board of the direction for the campaign, selecting props sourced by our set designer, sorting image selects based on the shot list during post-production, and providing retouching & image treatment notes for the final assets.
Photographer: Andi Elloway Production: Bam Productions Content Producer: Abby Cottrill Jr. Content Producer: Audrey Larson Sr. Art Director: Brittany Bianchi Jr. Designer: Cathy Tran Sr. Marketing Manager: Clara Martin Jr. Marketing Manager: Pedro Perez Producer: Michele Santoro Production Coordinator: Sammy Bass Production Designer: Kaitlyn Darby