Puma: Puma King

Feb 2025

The Puma King campaign leans into an authentic, documentary-style aesthetic to showcase the brand's latest footwear. Captured by photographer Ewen Spencer, the editorial series explores urban youth culture through a collection of observational portraits and group shots set against suburban and street-level backdrops. Employing a clean, natural light approach, the visuals focus on the interplay between casual sportswear and textured denim. Stylist contributions from hair artist Ryo Narushima and makeup artist Grace Sinnott emphasize a raw, unpolished finish, with models including Kasper Kapica helping to ground the project in a candid, grounded atmosphere. The imagery utilizes techniques like analogue film and chiaroscuro lighting to elevate the everyday environment.

Editorial, Vertical, Clean

Natural light, Analogue / film

Advertising Campaign