RIHANNA X PUMA
ROLE: CREATIVE DIRECTION
Partnership Launch
Forever Faster Campaign
How do you include one of the world’s biggest stars in a training campaign when they aren’t known for, nor do they want to speak about sports performance. The answer was to be found in Puma’s positioning as the brand that encourages self-expression in sport. Everyone has their own motivations for training and staying in shape, but the body itself is the ultimate canvas for telling these stories. So, we worked closely with Rihanna to develop a body study campaign, charting the obstacles she has overcome on her way to the top and the motivations that propel her forward.
RIHANNA X PUMA
Print, Digital and OOH
Forever Faster Campaign
I leveraged the photography of Ben Lennox in this campaign to subtly and elegantly showcase movement, aligning with Rihanna’s aesthetic.
By incorporating strobe lighting and capturing Rihanna in motion during the shoot, we created a dynamic sense of movement while ensuring the product details remained sharp. Layering the final images further emphasized this motion, resulting in striking compositions.
Forever Faster - Out Of Home
Campaign placement
Forever Faster - Landing Page
FENTY X PUMA
After securing her role as both a brand ambassador and creative director for Puma, Rihanna initiated her footwear collaboration with the brand. Starting with the widely acclaimed Creeper, a modern reinterpretation of Puma's iconic suede sneaker. Buoyed by the triumph of the Creeper, Rihanna subsequently introduced her inaugural collection of Fenty Puma apparel.
We partnered with photographer Craig McDean to create a futuristic vision for this Fenty x Puma pump release.
RIHANNA X PUMA
CASE STUDY
