Puma
Puma AFCON 2026 - Art Direction
Brand
Date
Oct 2025
Description
Puma showcases its 2026 AFCON football kit collection through a series of portrait and campaign assets. The imagery highlights the distinct design details of the national team jerseys, including Morocco, Senegal, and Ghana, by blending athletic performance wear with editorial fashion photography. Art directed and photographed by Giacomo Donati, the campaign employs varied lighting setups, moving from warm, hard-lit studio collages to moody, cinematic portraits. The work incorporates layered textures and architectural framing to create depth, utilising a mix of soft natural light and analogue film techniques to highlight the intricate patterns and crests of the sportswear garments.
Industries
Sportswear
Context
Advertising Campaign
Associated creatives
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