PUMA — Urban Playground
“Urban Playground” is part of PUMA’s Varsity collection, celebrating retro, street-college aesthetics. The campaign was crafted to connect with Gen Z through a bold, energetic visual style and storytelling rooted in youth culture.
Challenge
I was involved from the earliest stages of concept development, contributing to storyboard ideation using Miro. We used this to map out a structured creative vision and align it with the client’s goals. Following casting, I supported the shoot on set as a Camera Assistant. Post-shoot, my core responsibility was leading the editing and motion design, integrating kinetic text and animations that elevated the final narrative.
Solution
Together with the creative team, we built a structured visual plan using Miro and defined a style that merged nostalgia with street culture. On set, I assisted the camera team to ensure visual consistency and clarity. In post-production, I led the editing and motion design process — using kinetic typography and animated elements to enhance the story’s energy and appeal, while keeping it aligned with the brand’s voice.
My Role
• Concept & storyboard contributor • On-set Camera Assistant • Lead Editor • Motion Designer (Kinetic Typography & Visual Effects)