Puma: Puma AFCON 2026 - Art Direction

Oct 2025

Puma showcases its 2026 AFCON national football kits in this sportswear campaign, balancing athletic performance with editorial fashion sensibilities. The work integrates vibrant team jerseys—including Morocco, Senegal, and Ghana—against a mix of textured tapestries and architectural settings. Art directed and photographed by Giacomo Donati, the campaign utilizes a combination of warm, hard studio lighting and soft, natural light to emphasize the intricate geometric detailing of the jerseys. The imagery moves between multi-panel collages and cinematic portraits, leaning into a layered visual narrative that highlights both the technical fabric and the cultural iconography of the national teams.

Vertical, Commercial

Advertising Campaign