CREATIVE LEAD: CREATING THE NARRATIVE + STYLING BRIEFING + MODEL CASTING + TEAM SOURCING
Commissioned by PUMA BU Marketing, this internal project aimed to showcase the new season's top styles and develop a cohesive styling look and feel for broader business and commercial assets. The project began with crafting personas and styling elements based on the initial product briefing. The chosen casting, location, and treatment were designed to enhance the cosmopolitan appeal of the footwear. The shoot employed a low-fi, 'Instagram' style to align with the narrative and resonate with the targeted Gen-Z demographic.
