To reintroduce the iconic Palermo silhouette, PUMA needed a campaign that spoke to Gen Z while working across global and UK retail channels, including ASOS and JD Sports. The creative focused on self-expression through fashion, blending 80s terrace style with the romantic, everyday beauty of life in Palermo and London. The result was a series of visually rich, story-led assets that gave the shoe cultural relevance and emotional edge. I collaborated on the creative platform and narrative development, editing scripts and shaping concepts for photography and video. I directed the visual execution on set, sourcing props, consulting on styling and supporting talent selection to bring the stories to life.