CREATIVE LEAD: CREATING THE NARRATIVE + STYLING + MODEL CASTING + LOCATION SCOUTING + TEAM SOURCING + SHOOT PRODUCER
PUMA MMQ challenges the "more is more" consumption cycle of the fashion landscape by returning to the roots of streetwear. Centered around Norman’s Cafe and its owners, who serve as the talent in their natural environment, this campaign hones in on their dedication to their craft and the preservation of heritage in the modern world. The art direction captures a relaxed, everyday moment between them and their London cafe. Casually dressed, engaged in friendly conversation over breakfast, creating a sense of warmth and camaraderie. Norman's vintage decor, featuring football posters and framed family photos, adds a nostalgic touch, enhancing the authentic, laid-back atmosphere. The use of direct lighting emphasises the casual and approachable feel, seamlessly blending lifestyle and fashion that perfectly appeals to The End Clothing Customer.
