Art Direction — Commercial
Campaign Overview — Created in collaboration with everyone’s favorite little blue creatures, this collection brings together the Smurfs’ playful, adventurous spirit and PUMA’s streetwise sensibilities. Classic pieces are transformed with bold cobranding, vibrant pops of color, and Smurf-inspired details.
My Role — My role as the Jr. Designer consisted of assisting the Senior Art Director (Brittany Bianchi) with building out the creative direction for the shoot, as well as assisting with art directing on set in Los Angeles, CA.
To tie The Smurfs and Puma's brand together, we brought The Smurfs world to life by incorporating large red mushrooms, stumps, greeneries, and a bright blue sky backdrop into the set design to play with perspective in making our models appear "Smurf"-sized and having them posed in a relaxed, laid-back way to give off a street attitude.
During the pre-production phase, I assisted with narrowing down casting, props, posing, hair & makeup, and styling direction. In addition, I sorted product-only image selects & PR (on-white) imagery based on the given shot list to be used in the final assets.
CAMPAIGN IMAGERY
VIDEO & SOCIALS
PUMA x The Smurfs Campaign Video for In-Store — DP/Videographer/Editor: Thien Dam
PUMA x The Smurfs Campaign Video for Socials — DP/Videographer/Editor: Thien Dam
PUMA x The Smurfs Campaign Video for Socials — DP/Videographer/Editor: Thien Dam
Credits:
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 Videographer/Editor: Thien Dam /Jonathan Lizcano Production Designer: Kaitlyn Darby Hair & Makeup: Omayma Ramzy / Josie Jones (assistant) Styling: Ali McNally Styling Assistant: Chris Scheurich / Everett Evans