PUMA x Arnold Palmer

I concepted, art directed, and led the creative for the 2025 Spring/Summer and Autumn/Winter PUMA x Arnold Palmer campaigns, including the photography concepts and visual direction used throughout launch emails, website, paid media, organic social, and supporting campaign assets. Each season was crafted to honor Arnold Palmer’s iconic legacy while reinterpreting his classic style through a modern, fashion-forward lens.

For Spring/Summer, I developed and art directed a bright, airy studio photography approach that reflected the optimism and ease of the season. Soft lighting, clean compositions, subtle textures, and a refined color palette created imagery that felt fresh, elevated, and approachable, inspired by Palmer’s effortless cool and timeless on-course presence. For Autumn/Winter, the photography evolved into a moodier, more sophisticated aesthetic, utilizing richer tones, deeper shadows, layered styling, and dramatic lighting to create depth and refinement. Across both campaigns, we incorporated Palmer’s signature phrase, "Play Boldly," to reinforce the confidence, individuality, and fearless spirit he brought to the game. Together, the seasonal stories blend heritage, sporty elegance, and contemporary design, celebrating a legacy that continues to influence golf both on and off the course.