[SYSTEM SPECS]
CLIENT: PUMAxSTAMPD
ROLE: CREATIVE DIRECTION + PHOTOGRAPHY
OUTPUT: GLOBAL CAMPAIGN // LOOKBOOK
STATUS: FEATURED IN GQ + HYPEBEAST
FORM FOLLOWS MOTION. engineering the intersection of german performance and la minimalism.
[THE.BRIEF] shift the visual language of a sportswear giant. the collaboration paired puma’s technical innovation with stampd’s monochrome restraint. the objective: create a visual identity that felt athletic yet architectural. move the brand perception from "gym utility" to "lifestyle luxury."
[THE.INSIGHT] discipline is design. traditional sports marketing screams; we wanted to whisper. the insight was to treat the body not as an athlete, but as architecture in motion. by removing the noise of the stadium, we revealed the precision of the product.
[THE.SYSTEM] concrete // shadow // void. a campaign designed around negative space. visuals: high-contrast daylight. cold concrete tones. shadow replacing set design. every frame was a study in material fidelity—where performance meets precision.
[EXECUTION.LOG] + direction: defined the "west coast minimalist" aesthetic that would characterize puma’s shift toward fashion collaborations. + photography: shot on location in los angeles, utilizing harsh mid-day sun to carve out geometric shapes. + focus: prioritized texture and silhouette over logos, signaling confidence in the design.
[COMMUNITY.SIGNAL] global editorial appeal. the visuals defined the capsule’s aesthetic and saturated the blog era’s peak news cycle. > featured coverage in GQ, Hypebeast, Highsnobiety, and Complex. > solidified stampd’s reputation as a leader in "quiet luxury" streetwear. > established a visual benchmark for athletic minimalism.
[CLOSING.CODE] elegance is control. less motion. more meaning.