Give Cheers
The PUMA Social Lifestyle: A Holiday Story.
Following a fall campaign produced by Droga5, PUMA’s internal creative team was tasked with developing a holiday campaign that meshed with Droga5’s story seamlessly. PUMA Social is about living in the moment, comradery, and friendly competition between people you love. With the PUMA Social spirit in mind, our holiday story followed a snowy bar crawl between friends. Silly competitive moments included parking meter hopping, loud caroling, and shopping cart races.
DriveWell
PUMA Dance cover image (update puma logo)
My Role
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Concept Ideation and Design
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Photoshoot Planning/Production
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Marketing Strategy and Design
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Art Direction
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Spatial Experience Design
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Campaign Guidelines
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Client
EatLove
Industry
Personalized Nutrition,
Technology
Responsibilities
Research and Analysis, Strategy, Brand, UX Planning and Design, UI Design, Visual Design Guidelines, Content Creative Direction
Preview of finished work (PUMA Dance)
The Challenge
Define PUMA Dance Problem
Further define PUMA Dance challenge.
The Approach
Brand capsule collection
Further definition of approach plan.
Original clothing comps / brief
First Steps/Kick-off
Concept photoshoot
How the photos will look without taking photos. Brief production team.
Auto Industry Users
The International New York Auto Show just happened to be starting at the same time as my relationship with DriveWell. In order to learn more about potential users, I spent a day collecting a large amount of visual inspiration for the brand and imagery that ended up in the final high fidelity comps.
Finished photography
Finished photography
Any relevant sketches or additional wrapped imagery. or on set photography
Concept pitch deck
Campaign Concept
Post-shoot Concepts
Because of time pressure, not all campaigns were completely narrowed down before shooting. Copywriter and I worked together to generate pointed strategies leveraging the photoshoot assets.
Final concept image
Post-shoot concept presentation deck.
Preview image of chosen concept slides.
UX Gif (HP + onboarding)
Sketches (HP)
Multi-platform Campaign
Set limitations for retail and web presence.
Global Communication
Campaign Guidelines
Full campaign deck developed for the first time to be distributed internationally.
Preview detail image.
UX white board sketches / iterative digital comps
Gif of planner UX
Detailed gif of planner animations
Gif of high fidelity planner animation.
Reflections
What I Learned
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USA NetworkUX/UI Design
Son & DotterUX/UI Design
Bayer AspirinUX / UI Design
PUMA SocialBranding, UX/UI, Product Design
Food ShiftBranding, UX/UI, Product Design
Hatch FenwayBranding, UX/UI, Product Design
EatLoveBranding, UX/UI, Product Design
PUMA DanceBranding, UX/UI, Product Design