Coperni x Puma

Nov 2024

The Fall 2024 ad campaign for the collaboration between Coperni and Puma represents a sophisticated intersection of high-fashion sensibility and athletic functionality. Captured through the lens of photographer Zoë Joubert, the imagery leans into a sports-luxury aesthetic that emphasizes fluidity and modern movement. Under the sharp creative direction of Arnaud Vaillant and Sebastien Meyer, alongside Charles Levai and Kevin Tekinel, the project masterfully employs a series of experimental techniques to bridge the gap between commercial appeal and editorial minimalism. By utilizing multiple exposure, motion-blur, and VFX visual effects, the team creates a rhythmic, ghosted narrative that transforms static studio environments into dynamic, temporal spaces. Stylist Helena Tejedor complements these ethereal visual treatments with a clean, structured wardrobe that bridges the gap between Coperni's avant-garde silhouettes and Puma's signature sportswear. The presence of models Dana Smith and Luiza Perote anchors these complex compositions, while set designer Mathilde Vallantin Dulac crafts a minimalist interior backdrop that allows the saturated colors and graphic emblems of the collection to take center stage. Ultimately, the campaign functions as a seamless synthesis of natural light photography and digital manipulation, resulting in a cohesive visual language that feels both futuristic and grounded, successfully articulating the core synergy of this partnership while maintaining an unmistakable air of contemporary elegance.