PUMA
PUMA x MINI
Campaign
In 2012, PUMA teamed up with car brand MINI to introduce a co-branded fashion line. PUMA is known for its fusion of lifestyle and sport performance, which resonated well with the MINI brand. Both brands speak to the person looking for minimal and sporty styling with fashionable functionality.
The British-theme in the collection is highlighted with cultural motifs like the Union Jack flag and MINI bulldog. Referencing fashion ads from Burberry, the MINI’s team wanted the campaign to have a fashionably street, very British feel. We were inspired by the iconic zebra crossing on the Beatles’ Abby Road album cover when building our set and added in PUMA’s quirky attitude and fun to the on-set fashion shoot.
As the Senior Creative for PUMA, I led the planning and execution of the PUMA x MINI global campaign. I traveled to London’s Nottinghill to direct the photo shoot with British photographer, Ben Cook and stylist Barry Kamen. I ideated the concept, collaborated cross-functionally with product managers, marketing managers, and Mini’s Marketing team to identify priorities and product features, created the shot list, designed the Union Jack set, cast models, collaborated with and directed the photographer and stylist on-set, chose selects, guided retouching, and oversaw production across digital, PR, ads, and retail.
