30904 Collection

I was one of the creative leads behind PUMA’s 30904 Collection launch campaign, concepting and art directing the photoshoot and creative execution across website, e-mail, paid media, and organic social. Inspired by the annual excitement surrounding golf’s most iconic April tournament, we built the campaign around a relatable truth: most fans never get the ticket. Centered around the fictional "Aw Man Corner" watch party, the creative celebrated the experience of gathering with friends and family at home to watch the tournament, capturing the camaraderie, anticipation, and traditions that make tournament week special.

The creative direction focused on authentic storytelling, showcasing the collection across a diverse cast of different ages, backgrounds, and body types to reflect the broader golf community. In addition to leading the art direction, I designed and created several custom on-set props, including PUMA-branded soda bottles and custom peach tags for a fruit bag featuring the Suede G spikeless golf shoe, helping bring personality, humor, and a sense of place to the campaign.