Puma

Aug 2025

Puma introduces its latest global campaign for the Speedcat silhouette, featuring Rosé Park. The campaign leans into a cinematic urban atmosphere, utilizing stark, minimalist architectural backdrops and dramatic lighting to frame the athletic apparel. Photographer William Arcand captures the collection through a series of monochrome and high-contrast images, foregrounding a balance between modern sportswear and sharp, structural composition. The visuals employ chiaroscuro techniques to heighten the moody, commercial aesthetic. Styling by Aeri Yun and makeup by Won Jungyo anchor the editorial, which positions the footwear against a backdrop of industrial textures and automotive elements.

Horizontal, Commercial

Sportswear

Advertising Campaign