Art Direction
This section features my work in advertising, from campaign art direction to planning and producing photo and video shoots.
Reset the Rules
Concept of campaign for PUMA starring footballer Dynel Simeu and rapper J Ezza focusing on headwear. The idea was to show the real character behind the celebrities. Getting intimate and candid and at the same being real and aspirational. The concept was created together with creative agency Knas and developed further in the collaboration of J Ezza - who created the lyrics for the campaign video.
Video Production: Autobahn Directing and FIlming
Puma Watches
Creative concept and production of PUMA Watches campaign for social, e-com and in-store execution. The idea was to have clean colour blocking combined with crispy clean product imagery. The customized scribbles and glow effects in the animations are fresh and young, bringing the watch to life in the composition. The theme and colours are inspired by the year of Euro Cup and Olympics.
Production: Studio Eye Candy
Puma Accessories
Creative concept and production of mood video showcasing PUMA accessories collection. APresent in every aspect of the consumer’s life, whether with a child going to school, an athlete going to train or just really adding and combining hats and bags to create a cool look. The visual language is inspired by social media dancing challenges, speaking directly to the target consumer.
Video Production: Autobahn Directing and FIlming
Puma Styling Look Book
Creative concept and production of photographs for look book showing how to style PUMA products with an eclectic wardrobe. The book is part of a seeding package sent to PUMA ambassadors, athletes and influencers with seasonal products.
The styling and production was done in close collaboration with UK based fashion stylist Steven Spencer.
Photography: Jay Mawson
Back to School
TThis campaign was produced during the COVID-19 pandemic, when studios, models, and agencies were unavailable. The solution was to invite PUMA employees worldwide to film their children getting ready to return to school. The result was a genuine, user-generated video used across e-com, retail, social media, and PR, and warmly received by partners and participants.
Video: Threesixfive Media
Generation Hustle
The aim of this campaign is to explain through images the mindset of the PUMA consumer: tuned-in, authentic, creative, young entrepreneurs. Hustling is an attitude, it's a mental state, it's a life style. This campaign was idealised and brainstormed in collaboration with DOP Pedro de la Fuente (Autobahn - London) and video was produced in closed collaboration with the influencers - using their own words to describe their feelings and point of view in life.
Video Production: Autobahn Directing and FIlming
Gunner Stahl
Headwear
Gunner Stahl is an Atlanta-based photographer known for his influence in the hip-hop scene. In collaboration with PUMA, he created a signature headwear capsule, with the campaign shot by Gunner himself. The first drop launched at ComplexCon in Long Beach, followed by a second drop and art exhibition in Soho, New York, supporting Breast Cancer Awareness Month. The campaign visuals and activations were developed and art directed in close collaboration with Gunner.
Photography: Gunner Stahl
Only See Great
Concept and production of video and stills for the PUMA Eyewear campaign featuring Gianmarco Tamberi and Alica Schmidt. The campaign reveals the unseen side of athletes—the dedication, pressure, and mindset behind performance—captured through the idea: Only See Great.
Photography: Luca Vincenzo
Video: Autobahn Directing and Filming
Production Company: Falca