The retail market is saturated with underdeveloped product storytelling. To showcase Puma’s 2017 Fall/Winter product, we developed a narrative around geometry using simple props and textures – inspired by natural elements, metallics, crisp autumnal colors and urban grit.
We concepted shots that told the unique story of each collection using geometric environments that were found or built with common elements used in uncommon ways.
Various geometric props and environments served as grounding elements. Additional layers of shape, color, and texture helped create dimension, while props and products that floated told dynamic product stories.
Images made their way across channels and platforms – landing on influencer pages, sneaker-head sites, social media, e-com, in-store and PR pushes–elevating each shoe collection to stand above the rest and drawing more consumers to the Puma brand.
- Senior Director of North America Brand and Marketing, PUMA