Puma, Balmain: Launch Campaign

Mar 2023

The collaborative campaign between Puma and Balmain blurs the lines between high-fashion editorial and high-performance sport. Set within a combat sports environment, the film features Cara Delevingne and a cast of athletes, grounding the collection in a gritty, kinetic atmosphere. The project leans into a distinct visual identity, utilizing low-key chiaroscuro lighting and warm tones to emphasize the textures of the apparel. The edit balances the precision of athletic movement with elevated styling, featuring sequined details alongside traditional boxing gear. The work employs a cinematic, analogue film aesthetic characterized by deliberate grain and dynamic cutting rhythms to bridge the two houses.

Horizontal, Cinematic, Monochrome, Warm

Analogue / film, Low-key / chiaroscuro

Sports Venue

Advertising Campaign, Social Media / Short Form Video