aw21 PUMA suede mayu campaign
full package service: creative & art direction, producing, styling & photography by me

-> My 6th campaign for PUMA in collaboration with HQ office in Germany. This campaign was created specifically for SoMe (paid & organic) and was posted on multiple PUMA accounts. This task was to present their new PUMA Suede Mayu shoe to target group Gen Z with a mix of lifestyle, product shots and videos. The overall brief and mood for this project was:

“The days of serious fashion are over. We’re entering an era of fashion irreverence – a tongue-in-cheek combination of high fashion and pop culture. Today’s consumers want to break the fashion rules, have fun, and see a humorous twist on luxury. For this new drop of Suede Mayu, we are aiming to produce content tailored for social: authentic & candid, that our PUMA women can relate to. Content should be thumb-stopping”.

This resulted in a fun and colorful campaign, true to the PUMA brand identity and was very well received by the company and the target audience on SoMe. See the bottom of this page for SoMe results.