Puma US
Brand campaign

Creative direction
Art direction



Robin Powell
Rob Butler

Robin Powell
Rob Butler

Global campaign that celebrates the spirit of the holidays. 
Commissioned by Puma US and Neighbour, we were briefed to create a global campaign to promote key events on the retail calendar. Four briefs in one, the creative had to be adaptable to work across the Holidays season, Generic Sale, Black Friday and Cyber Monday. Simplicity and immediacy required, the modular system we designed uses iconography and colour changes to clearly identity each campaign to a global audience.
We created a full toolkit of assets for the internal teams to work with across all consumer touch-points. With Puma’s biggest retail season fast approaching, we were asked to create a global campaign to run across all consumer touch-points; from the high street to ecommerce and social media. Being a global campaign, the brief presented us with some challenges; the creative needed to translate to a worldwide audience, be completely flexible, or complicated messaging that communicated to 16-24 year olds that have a filter for inauthentic brands.
          While the time of year is important globally within retail, it isn’t celebrated universally. Geography and cultural traditions vary hugely. We created a modular concept around the theme of ‘gifting’ using a series of icons, so that each territory could tailor the creative to adapt to their geographical location or cultural traditions. A stripped back palette of metallics was used to allow it to shine, and a series of short copy lines were written. We worked with NEIGHBOUR to deliver the production the campaign, with a full toolkit of assets being finally delivered for global use. Commissioned by Puma US, to tie into the global holidays campaign we worked with NEIGHBOUR to produce the 3 day studio shoot on a tight schedule 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 also 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.