pumahoops campaignS

Creative Direction + Brand Strategy
Agency: Nowadays Role: Creative Designer

I worked on multiple 360 campaigns - #Reform, Ocean Drive, Uproar Charlotte, and Pit Crew - to reposition Puma at the forefront of basketball culture and dialogue. My role involved not only utilizing the existing visual assets from the toolbox but also developing additional assets for future versatility across various campaigns. Puma continuously reinvents its core elements for each new campaign. I created posters, illustrations, animations, basketball jerseys, and an array of merchandise. Notably, the "Love the Hate" t-shirt I created as a positive response to negative comments, gained immense popularity and became a hit on the E-shop. Most of my animated work is showcased on their IG @pumahoops.

The #Reform campaign is a favorite of mine. It sparked important discussions on reforming the U.S. prison system. I came up with the cut-and-collage concept: cutting up shoe pictures and piecing them back together. It's not about destroying; it's about transforming what we have into something better, which is essentially a reform.

"Love the Hate" stands as one of my most cherished projects. I created it as a positive response to negative comments, and it gained immense popularity and became a hit on the E-shop.