As Project Lead, I developed the creative concept and pitch deck for Puma’s Clyde Pack, overseeing a £15K campaign aimed at revitalising the brand’s cultural relevance and reconnecting it with a youth audience.

I led the full production cycle—managing ideation, casting, location scouting, treatment development, and on-set execution. The campaign featured:

• Video direction by Jake Erland (Bolex 16mm)

• Photography by Chelsea Smith (medium format + digital)

Beyond content, the campaign secured a 12–18 month brand partnership with KYSO, a youth-led initiative focused on life skills and community development. Puma’s sponsorship helped embed both the brand and its retail partner in the local scene for two years.

The project delivered double the typical social engagement for the release period and came in under budget, achieving both strategic reach and creative credibility.