PUMA Swim Campaign
Art Direction
FOREVER SWIM Campaign
Art direction and on-set supervision for PUMA’s seasonal Swim campaign, built around the concept of Forever — a celebration of timeless classics. The visual approach focused on clean, uncluttered imagery that lets the product breathe, emphasizing confidence, simplicity, and effortless style.
As Art Director, I defined the creative concept and built the visual framework that guided the campaign across all formats. The goal was to translate the seasonal narrative into a clear, scalable visual language that could work consistently across motion, still imagery, and marketing communications.
I oversaw the creative process from concept through production, ensuring the idea was translated into practical visual executions and tools for the team. During the shoot, I supervised the visual direction on set, aligning styling, composition, and storytelling with the original concept.
The project required cross-functional collaboration with the marketing department, as well as coordination with freelancers and external creative agencies to maintain consistency of the visual direction across deliverables.
- Established a unified visual direction for the seasonal campaign across video and photography
- Translated the concept into a practical visual system used across marketing asset
- Ensured consistency between creative concept and final production through on-set art direction
- Enabled efficient collaboration between internal marketing teams and external creative partners
