PUMA
PR Lookbook
Every season the PUMA PR team sends a cohesive lookbook to fashion magazines and influencers to showcase the premiere selection of PUMA sport and lifestyle pieces.
For the Autumn Winter 2010 season many of the apparel pieces had technical details that the PR team hoped to showcase, so we centered the lookbook around discovery and decided to shoot each model from multiple angles to create collages with big personality and full views of the product. We created an oversized newspaper and interactive digital piece that allowed fashion editors to scroll across the looks and dive deeper into the collection and learn more about the product's features. As Senior Creative for PUMA’s Lifestyle division, I created the shot list, cast models, art directed all on-set photography, and oversaw and directed agency, Tank, on the production of the digital and printed piece.
