Client : Puma
Project : Do You Campaign
Agency : Neighbour
Roles : Designer | 3D Artist
Puma’s #DOYOU campaign is about living life your way, championing individuality and the imperative need to defy inequality, expectations and standards. As these strong foundations were established Puma called upon the help of Neighbour to generate a range of ideas that could assist with the launch. Using Cara Delevigne as the brand ambassador for this collection, the brief was to explore the window creative, in-store landing zones and supporting POS that would promote the campaign in an attention-grabbing way.
As a creative direction had already been distinguished for the campaign it was my job to create a pack that explored the 3D executions that would be used in reality across stores across the globe. The hero piece within the campaign was the message 'Do you', which took centre stage in the design approach and was emphasised further with a bold underline. The introduction of mirrored surfaces was a nod to self reflection and confidence, as the gold colouring (referencing the product) was used to highlight the fact that the collection had a premium appeal. Clean, white lighting and anchoring text was used to support the beautifully shot imagery of Cara and members of the New York city ballet corp.
Once signed off by all parties involved, the campaign was rolled out globally with the support of online and social channels. The visual merchandising of the product, the dark and moody interior settings and dynamic mannequin arrangements all assisted in creating an impactful in-store display that told the narrative of staying true to yourself and having confidence in your own skin.