Puma

Feb 2025

Puma’s campaign for the Puma King sneaker leans into an authentic, documentary-style aesthetic that captures urban youth culture. Shot by photographer Ewen Spencer, the series of editorial images uses natural light and analogue film techniques to highlight the textures of denim, layered sportswear, and the footwear’s clean silhouettes. The project features models including Kasper Kapica, placed in everyday outdoor settings ranging from suburban streets to vehicle interiors. With hair styling by Ryo Narushima and makeup by Grace Sinnott, the visuals maintain a consistent, gritty, and clean atmosphere that bridges the gap between fashion and classic sportswear photography.

Editorial, Vertical, Clean

Natural light, Analogue / film

Sportswear

Advertising Campaign