Puma Riders

The Puma Fast Rider was a running shoe famously known in the 80s for its comfort and simplistic design. It had a super-light design and shock-absorbing out-soles. 

 

With the launch of the Future Rider, reborn for casual, cool, street-style, Puma wanted to take it's audience back to the energy, vibe, and settings of the 80s, while still communicating with its target audience (Gen Z), in their own language.

 

I worked closely with my art director to create mood boards, and language guidelines. We sat in on the production of the music for the video, to help with lyrics too.