Puma - Global Holiday Art Direction

Commissioned by Puma US, to tie into the global holidays campaign we worked with Neighbour to help produce the 3 day studio shoot on a tight schedule, here in London. We designed a simple set using a palette of silver and gold finished off with mirrored cubes for the cast to interact with. Aimed specifically at 16-24 year olds the narrative revolves around a group of friends coming together to celebrate the season. The mood is happy, relaxed and upbeat, the models interacting with the set and each other. We shot product lay-downs of the range to complete a full toolkit of assets for the team in Boston, using the same materials and finishes to tie the two shoots together. And finally a shoot guide was produced for all other territories around the world to replicate, to localise to their particular market.