Direction & Creative Lead for the global launch of Puma Mostro OG new colorways. I shaped the concept and oversaw the entire process from start to finish, working in close collaboration with Puma. The campaign embraced the shoe’s inherent strangeness and monstrous design as a core narrative. As a result, we used tension, distortion and shadow as central visual tools. Through photography, video and CGI, we explored the play between light and darkness. This helped evoke a quiet sense of threat — a feeling that extended into the sound design as well. The  Puma Mostro OG campaign was produced by Sample and brought to life by a multidisciplinary team: Alex Cascallana (photography), Yuri Rodriguez (CGI), Borja Llorens (video DOP), and Norberto R. (sound design).