PUMA
ECOMM WEBSITE CONTENT
PUMA aimed to reimagine its e-commerce photography to capture dynamic movement and energy. I directed shoots and crafted high-energy, visually striking visuals that elevated the brand’s product presence across digital platforms.
THE CHALLENGE
PUMA wanted to reimagine its e-commerce product photography to better capture the brand’s energy, movement, and athletic style. The goal was to create visuals that showcased products from multiple angles in action, making the online shopping experience more engaging and aspirational, while staying consistent with PUMA’s established brand guidelines.
STRATEGY
I approached this as an opportunity to create a scalable visual system for e-commerce:
Created an approach that combined organic, dynamic movement with PUMA’s signature bold style, balancing energy with brand consistency.
Developed shot frameworks and composition guidelines that could be applied across multiple products, ensuring efficiency and repeatability for future launches.
Collaborated closely with cross-functional teams, photographer, talent, and client stakeholders, to align creative execution with PUMA’s e-commerce goals.
SOLUTION / CREATIVE
Art directed the on-set photography, guiding talent, angles, and styling to capture expressive product shots.
Served as the client’s proxy for creative vision, ensuring every asset aligned with brand tone while pushing the boundaries of traditional e-commerce photography.
Produced a library of high-energy visuals that could be reused across digital channels and product pages, reinforcing PUMA’s active, wearable image.
IMPACT
Elevated PUMA’s e-commerce imagery, creating a more engaging and aspirational shopping experience for consumers.
Delivered a repeatable photography system that streamlined production and maintained visual consistency across product launches.
Strengthened the brand’s online presence by capturing movement, energy, and style in a way that resonated with target audiences.
MY ROLE: ART DIRECTOR
PHOTOGRAPHER: NATE HOFFMAN
