PUMA

E-COMMerce Photography

Reimagining e-commerce photography to capture movement, energy, and athletic expression within a scalable visual framework.

PUMA set out to evolve its e-commerce photography beyond static product imagery, aiming to better express the brand’s energy, movement, and performance-driven identity while maintaining consistency across a large volume of products.

I led the art direction for a new photographic approach that emphasized dynamic motion, expressive angles, and bold composition. The direction balanced organic movement with PUMA’s established brand language, shaping a system that felt energetic and aspirational without sacrificing clarity or usability in an e-commerce environment.

The resulting framework guided on-set direction and image creation across multiple products, producing a flexible library of visuals that elevated the online shopping experience while remaining efficient and repeatable for future launches.

ROLE: ART DIRECTOR
PHOTOGRAPHER: NATE HOFFMAN

PHOTOGRAPHY SYSTEMS | VISUAL FRAMEWORKS | ON-SET DIRECTION · E-COMMERCE