I was commissioned to launch the new PUMA X Mayu shoe to a young GEN Z audience, in partnership with Footlocker and Size, and build upon the brands reputation through valuable storytelling

To promote the shoe, I took a personable approach and directed a 3 part series bringing women together to share their stories of entering the fashion industry. As stylists, photographers, and jewellery and nail business owners, women offer their advice, tapping into shared interests and near-future aspirations.

I focused on accessorising each story with inspiring hues of youthful energy, to create an accessible, everyday ambience, bubberling with PUMA energy. This provided an overarching feeling of approachability to the women’s stories, encouraging the audience to connect on a personal level.