Puma Exclusive
Concept e idea creativa
Branding
Omnichannel Campaign
Puma Exclusive | Concept & Launch Campaign
Graduation Thesis Project (2017)
This thesis project represents a cornerstone of my creative journey—a piece of work I am still immensely proud of, and one that continuously reflects my vision for visual communication, brand design, and art direction.
The Concept: Puma Exclusive
The core objective was to create Puma Exclusive, a sub-brand entirely dedicated to the world of football.
The concept was born from the desire to merge three key pillars: pure design aesthetics, premium technical comfort, and deep storytelling. The sub-brand’s graphics and visual identity were tailored to highlight the uniqueness and deep heritage of each individual team, celebrating local identity and turning a standard sports kit into a true cultural manifesto.
Concept e idea creativa
Branding
Omnichannel Campaign
The Launch Strategy: From the Runway to the 2018 World Cup
The communication campaign followed a strategic, omnichannel crescendo engineered to maximize the global spotlight of the 2018 FIFA World Cup:
- Phase 1: The Teaser (The Club Runway) The campaign kicked off with an introductory teaser centered around an evocative interplay of light, silhouettes, and backlighting. Drawing inspiration from high-fashion runways, the kits of the brand’s top clubs (such as Borussia Dortmund and Leicester City) walked the catwalk. This elegant, peek-a-boo effect hinted at the intricate details and beauty of the design without revealing them entirely, generating massive curiosity and hype among fans.
Concept e idea creativa
Branding
Omnichannel Campaign
- Phase 2: The World Cup Reveal (The Story of Nations) The ultimate explosion and maximum exposure for the sub-brand took place on football’s grandest international stage: the 2018 World Cup. Here, Puma-sponsored national teams took the pitch, finally revealing their kits in full light. Each jersey became a canvas to tell an exclusive, intimate story deeply rooted in the visual culture and heritage of each nation.
Concept e idea creativa
Branding
Omnichannel Campaign
Digital Ecosystem & Touchpoints
To ensure a seamless and widespread impact, the campaign was rolled out cross-medially across multiple digital platforms:
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Dedicated Landing Page: A custom landing page was designed within the official Puma website for the Exclusive ecosystem, structured to guide users through the storytelling behind the jerseys and an interactive shopping experience.
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Multi-Subject Social Campaign: Development of a social media strategy featuring multi-subject content (posts, carousels, and stories), meticulously tailored to spotlight the distinct visual features of each club and country.
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Hero Presentation Video: Conception and production of the main launch video (Hero Video) for the 2018 World Cup—a dynamic, high-emotion piece crafted to blend the rhythm of the game with the tailored craftsmanship of the design, fully unveiling the collection.
A FUN BACKSTORY
(MAYBE?)
There is a curious anecdote tied to this project: the year following my thesis defense, Puma launched a multi-subject campaign that was practically identical to my concept of backlighting, runway reveals, and social media execution.
While a tiny part of me wishes I had registered the idea back then, it ultimately gave me an immense sense of professional validation. It proved in the real world that my vision was not only perfectly aligned with the brand’s DNA, but was actually able to forecast its actual global creative and strategic direction a whole year in advance.