Question
What does the moment before competition feel like — that quiet determination before the first whistle blows?
Exploration
Our producer found the perfect setting at Memorial Stadium, the then-home of Seattle Reign FC, full of character and built in 1947 with just the right amount of grit. I led our creative team in shaping a story about mindset and preparation. This wasn’t about the game itself, but the focus it takes to get there.
Expression
The result was a motivational campaign grounded in realism — weathered textures, natural light, and an honest portrayal of athletes in their element. The environment became part of the story, framing the spirit of perseverance and calm before the storm.
Meaning
his campaign celebrates the strength found in stillness — that quiet confidence every athlete carries before stepping onto the field. I’m proud of how the team captured the essence of ready.
Campaign: PUMA for zulily
Art Director: JP Flores
Copywriter: Paige Clifton-Steele
Producer: Courtney Garrison
Photography: Brad Bowen
Styling: Jesse Meyer
Graphic Design: Hanna Stevens
Social
Additional Puma work
Question
How can we visually convey the energy, versatility, and motion of the PUMA brand in a single set of dynamic images?
Exploration
We approached the shoot as an experiment in capturing movement and drama. The challenge was to translate athletic energy into still images while keeping the background uncluttered and visually engaging. Lighting, aperture, and positioning would all play key roles in shaping the story.
Expression
I led the creative team in designing the setup and direction. Using multiple speedlites, carefully positioned for depth and fill, we created a sense of motion and emphasis on the subjects while blurring the background to isolate focus. The photography highlighted the versatility of the brand and brought energy and drama to every frame.
Meaning
The images showcase PUMA’s dynamic spirit and adaptability, turning motion into a visual language that communicates confidence, strength, and athleticism. The campaign resonates with audiences by capturing the essence of the brand in an engaging and memorable way.
Client/Campaign: PUMA for zulily
Art Director: JP Flores
Producer: Sheryne Cadicamo
Photographer: Carlton Canary
Stylist: Blanca Martinez
Designer: Steven Oelrich
