BACK TO SCHOOL
Creative Concepting - Photo and Video Direction - Creative Execution
CREATIVE CONCEPT
This season, the campaign centers on the idea that greatness isn’t made in a day. Behind every winning moment is repetition, effort, and the often-unseen work it takes to get there. While traditional Back to School storytelling celebrates the highlight reel, this concept shifts focus to the process: early morning practices, awkward in-between moments, and small wins that quietly build toward something bigger. Through immersive visuals and an observant, cinematic voiceover inspired by classic coming-of-age films, the campaign contrasts big school milestones with the behind-the-scenes grind, using light humor, fourth-wall breaks, and a heartwarming, relatable tone.
The story unfolds across four scalable narratives spanning high school and grade school, from chasing a division championship and navigating the clumsy first steps of young love, to holding the monkey bars the longest at recess and mastering multiplication to earn a class pizza party. Across every age and ambition, the message remains the same: school is hard, and PUMA makes it easier.
PROM QUEENS
Big feelings start with awkward glances, missed cues, and the nerve it takes to make the first move.
MONKEY BAR KING
Breaking the recess record demands grip, grit, and a cheering squad that won’t let you drop.
DIVISION TITLE
Climbing the leaderboard takes repetition, early mornings, and showing up long before the win is in sight.
MULTIPLICATION CLASS CHAMP
Mastering the tables takes focus, practice, and the determination to study your way to a class pizza party.
Project Manager: Joana Amato & Mary Cate Flaherty
Production: Audrey Larson & Palette Group - Jessica Thiel
Creative Direction: Nico Reilly & Palette Group - Nate Nichols
Stills Art Direction: Saeed Ferguson
Photographer: Josh Aronson
Content Creator - Social: Liz Shean
Director: Omari Chancellor
Director of Photographer: Bradley Credit
Styling: Lina Palacios
HMU: Gina Mancini
Production Designer: Gabriel Duque