Puma Running

PUMA / AW26 RUNNING CAMPAIGN

About the Project

For PUMA's AW26 Running campaign, I directed a series of films spanning four distinct footwear lines: Velocity, Deviate, Deviate Pure, and Deviate Elite. Each representing a different expression of speed, performance, and the running experience. From the everyday rhythm of a morning run to the intensity of elite competition, the campaign explored the many ways runners experience movement, effort, and the pursuit of progress.

Filmed over eight days across Arizona and New York City, the production took us from the streets of downtown Phoenix to the surrounding desert landscapes and the urban environments of New York. The scale and variety of the campaign presented a unique set of creative and logistical challenges, requiring us to navigate vastly different environments while developing a distinct visual identity and storytelling approach for each footwear line.

Our approach blended intimate, documentary-style storytelling with expressive cinematography, dynamic camera movement, and more conceptual, narrative-driven filmmaking. Each collection demanded its own creative language, from the grounded authenticity of everyday runners to the heightened energy and precision of elite performance. The result was an extensive body of work spanning hero films, athlete stories, and short-form pieces, all connected by a shared exploration of the individuality, emotion, and physicality of running at every speed.