PUMA x Show Me Your Mumu

As one of the two lead creatives behind the PUMA x Show Me Your Mumu collection, I helped develop the campaign narrative, visual direction, and overall look and feel for the launch. Our goal was to seamlessly blend both brand identities, pairing Show Me Your Mumu’s feminine, playful spirit with PUMA’s sporty, confident energy. The campaign centered around two distinct personas embodied by the models, representing the duality of the collection: one playful and effortlessly feminine, the other sporty with a confident energy.

With the versatility of the collection in mind, we explored crossover sport culture through a California resort lens, moving fluidly from the tennis court to the golf course and beyond. Inspired by early 2000s California aesthetics and an endless summer mindset, the creative direction leaned into nostalgic, sun-soaked imagery with a playful “California Dreamin’” narrative that felt carefree, elevated, and perfect for this Spring/Summer launch.