Made for the
next gen.
Puma Golf x Show Me Your Mumu
Creative Direction – Art Direction – Creative Production
The Pitch
California Dreaming
Two besties take on sun-soaked LA in a feel-good campaign rooted in friendship, nostalgia, tee times, and good vibes.
Leading the Vision
I championed a first-of-its-kind concept for the PUMA brand that merged tennis and golf, building alignment across multiple stakeholders and departments while maintaining a strong creative partnership with our collaborating brand. From the initial pitch through final execution, I ensured every detail stayed true to the creative vision.
Anticipating Culture
Produced eight months before video carousels peaked, this concept anticipated the trend early. I led the creative from concept through execution, setting the post up to land at exactly the right moment.
Results
Most engaged post of the campaign
Matched the impressions of our athlete-led content using lifestyle models
Gained 300+ new followers
Proved trend-driven creative could perform alongside our biggest franchise content
Blending Paid and Organic Social
In addition to the campaign launch, teasers, and hero assets, I concepted product-focused social content that blurred the lines between paid advertising and organic social, including collaborative posts with our top retail partner, Dick's Sporting Goods.
CreditsCreative Direction/Video Art Direction: Jessica Macaranas Photo Art Direction: Becky Bacoka Video: Richard Falcis Photography: Yana Kalina Hair & Makeup: Ashley Fierro Styling: Liz Reem Marketing: Michael Diaz, Chris Butner, Alex Schutte, Mia Gresik