Helsinki G

I concepted, art directed, and led the creative for the 2025 Spring/Summer PUMA Helsinki G launch campaign, reintroducing one of PUMA’s most iconic streetstyle silhouettes through a modern golf lens. Developed as a full photoshoot campaign across website, e-mail, paid media, and organic social deliverables, the creative approach focused on honoring the shoe’s heritage sportsstyle roots while evolving it into something fresh, elevated, and fashion-forward for today’s golfer. The goal was to create imagery that felt versatile and confident, blending lifestyle and performance in a way that could seamlessly live both on and off the course.

With a limited production budget, the challenge was capturing a premium, elevated campaign feel entirely in studio while still delivering a broad range of launch assets across multiple platforms. Through intentional styling, lighting, composition, and art direction, we created a clean editorial visual language that balanced classic PUMA heritage with a modern sport-fashion perspective, bringing a fresh energy to the Helsinki G launch.