PUMA x Dani Dazey

I served as one of the two creative leads on this collaboration, helping shape the concept, visual narrative, photography, and campaign execution across all touchpoints, including website assets, email, the main campaign video, and paid and organic social content. As we developed the creative direction and leaned into Dani Dazey’s whimsical, maximalist style, we drew inspiration from Wes Anderson’s cinematic approach. That influence helped shape the tone, structure, and storytelling of the campaign 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 sporty, fashion-forward aesthetic to create a visual experience that felt fresh, expressive, and uniquely feminine.

“A Weekend in Palm Springs” invites viewers into a girls’ golf getaway rooted in Dani’s playful design universe. The concept comes to life through vibrant, nostalgic environments and stylized compositions that reflect her signature maximalism. Part of the shoot took place at the iconic Trixie Motel, a destination Dani helped design, allowing the imagery to fully immerse itself in her creative world. From sun-soaked resort lounges to energetic moments on the course, every touchpoint celebrated individuality, creativity, and effortless luxury.