PUMA Cell
Art Direction — Creative Strategy — Campaign & Storytelling — Production — Art Direction — Creative Strategy — Campaign & Storytelling — Production — Art Direction — Creative Strategy — Campaign & Storytelling — Production — Art Direction — Creative Strategy — Campaign & Storytelling — Production—
Art Direction — Creative Strategy — Campaign & Storytelling — Production — Art Direction — Creative Strategy — Campaign & Storytelling — Production — Art Direction — Creative Strategy — Campaign & Storytelling — Production — Art Direction — Creative Strategy — Campaign & Storytelling — Production—
Campaign creative, art direction and production for PUMA Cell.
We partnered with PUMA to reintroduce PUMA Cell, marking the 20 year anniversary of the collection's 1998 debut. Leaning into a retro-future aesthetic, we set a direction that felt synonymous with Cell’s original visual identity, while also bringing it into the present.
For the global campaign, we sought out a location that evokes a sense of duality and liminality. We decided upon shooting in Hong Kong, a city that balances one of the world’s densest populations alongside the serenity of nature.
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