PUMA: Cali Sport
Motion social media content

Brief and my creative treatment

PUMA launched the PUMA Women’s ‘Cali Sport’ in Autumn-Winter 2019.
My job was to develop a 10-20 second piece of motion content for use on Instagram.
This piece of content would be part of a wider social content package used to drive awarenessof the PUMA Cali silhouette and drive purchase consideration.

Audience: 16-22 years old interested in: street style, music, influencers, popular culture, socialchange, fashion, entrepreneurship, tech, wellness, self-improvement and sport.
For the purposes of this brief, the consumer prefers street style fashion and music.

Cali Sport creative direction

Cali Sport pushes posing, styling, color, and image treatment to create anatmospheric, nighttime world. Pops of neon, iridescence, or super-saturated colors willgive imagery a harder edge.