In this project, I was tasked with leading and producing a new campaign for Puma's latest collection, featuring the iconic pop star Noa Kirel. The goal was to showcase Noa's real-life story and how it embodies Puma's values of fierceness, speed, and power.
Noa, a young musician from Israel, began her career at the age of 14. Despite many challenges and doubters, she never gave up on her dreams and worked hard to achieve success. This determination and perseverance are qualities Puma wanted to highlight, drawing parallels between Noa's journey and the attributes of a puma—always moving forward, always chasing its goals, and always striving for victory.
We created a visual narrative that followed Noa through four phases of her life: dreaming of becoming a pop star, planning and building her public image, pursuing her dreams with determination, and finally achieving success. Each phase was represented by a distinct "world" within the campaign, creating a powerful and inspiring story that resonated with audiences and conveyed Puma's message.
The first concept mood board & brainstorm
