Puma: Own Your Ground
Launching Puma Palermo, the first Middle East-inspired line
Puma launched Palermo, their first Middle East-inspired line, aimed at a younger generation and built around terrace culture aesthetics. The brief called for a campaign that could carry that cultural weight authentically rather than treating "Middle Eastern" as a surface-level design cue.
Our idea: own the identity, don't just reference it. The film is an upbeat run through Dubai's old town, weaving through genuinely cultural scenes and settings, with animated patterns layered onto the buildings to make the old architecture pop and feel alive rather than nostalgic or static. The tone was proud, current, and unapologetically rooted, empowering Middle Eastern identity rather than exoticizing it.
Alongside the film, we worked with influencers who styled the Palermo line across different outfits and gave interviews on what the collection meant to them, extending the campaign's voice beyond a single piece of content.
Own the identity, don’t just reference it.
