Project Highlight

I acted as photographer and art director on two global PUMA campaigns and was involved in two major activations with A$AP Rocky. For each project, I developed the creative direction on my own, taking responsibility for set design, shot concepts, talent poses, lighting, and the overall visual style while leading a photo team of five. The first campaign launched the PUMA x F1 partnership and marked Rocky's appointment as Creative Director, with my photographs being used as the main campaign images in billboards, retail displays, print, digital media, on social media, in press publications, and on PUMA's website. One of the pictures was subsequently made into an official shirt, which was sold worldwide. I then took on the role of photography and art direction for the PUMA x A$AP Rocky Child’s Play collection, together with the Miami and Las Vegas activations, for which I also directed and produced the video recap summaries. From concept development and pre-production through production, image selection, and post-production, I was in charge of the full visual execution of the work, which was covered by major international press outlets.