Repositioned Puma at the heart of basketball culture through 360 campaigns like #Reform, Ocean Drive, and Uproar Charlotte. Created posters, animations, jerseys, and merch by evolving the brand’s visual toolbox. The “Love the Hate” tee transformed online criticism into a top-selling statement piece.

Art Direction & Brand Strategy
Nowadays
Creative Designer

Puma

#Reform was my favorite campaign, sparking conversation around U.S. prison reform. I created the cut-and-collage concept—fragmenting sneaker images and reassembling them—not to destroy, but to transform. A visual metaphor for what true reform means.