The project brief was to create an advertising campaign for a large brand that would be completely different from the brand itself.

I chose to create a rebranding campaign for Puma, one of the largest sportswear brands in the world, and create a sustainability campaign. Puma, in its commitment to sustainability, is doing much better than most of its close competitors according to the "Good on You" scale of ratings. Not only that, the very fact that it's name is that of an animal, allows one to easily lean into the fact that Puma, as a business, can be close to nature.