PUMA x Dani Dazey

I served as one of the two creative leads on this collaboration, shaping the concept, guiding the visual narrative, and supporting production across multiple locations. When we began developing the campaign and leaning into Dani Dazey’s whimsical, maximalist style, we drew inspiration from Wes Anderson’s cinematic approach. That influence helped shape the tone, structure, and energy of the story as we introduced PUMA Golf’s first all-women’s exclusive collection. Our goal was to blend Dani’s bold, color-forward world with PUMA’s sportstyle edge to create a visual experience that felt fresh, expressive, and uniquely feminine.

“A Weekend in Palm Springs” invites viewers into a girls’ golf-vacay getaway rooted in Dani’s playful design universe. The concept comes to life through vibrant, nostalgic environments and stylized compositions that echo her signature maximalism. Part of the shoot took place at The Trixie Motel, a space Dani also designed, which allowed the imagery to fully immerse itself in her creative world. From sun-soaked resort lounges to energetic on-course moments, each scene celebrates individuality, creativity, and effortless luxury.