Puma

Exclusive to China, the PUMA Plexus by Sophia Chang is a celebration of the New York-based creative’s Eastern roots. For her latest project backed by the German sportswear brand, Chang has drawn inspiration from paintings of the Kangxi Emperor. Furthermore, West and East meet on the silhouette by way of the sneakers’ three color schemes: “Emerald,” “Electro Peach,” and “Bluemazing.” Each titular tone is applied in gradient fashion across the old school model, and references everything from prized gemstones in Asia to the challenging of gender norms. A unique lace setup appears on the Plexus trio, with PUMA’s iconic Formstrip logo also taking on a non-standard makeup, further blending sport and style.

The Ask: Puma partnered with artist Sophia Chang for an exclusive China release and needed a campaign that captured the essence of collaboration and artistic expression.

The Project: I led the project as both photographer and video director, managing pre-production planning, visual storytelling, and content creation. The project emphasized a vibrant aesthetic aligned with both Puma’s athletic identity and Chang’s unique artistic style.

The Result: The campaign’s visuals resonated deeply with the target audience, driving substantial social media interaction and solidifying Puma’s innovative branding in the market. The collaboration was celebrated as a creative highlight in Puma’s marketing initiatives.