PUMA ARIZONA

Creative Direction: Hannah Kirby, Amy Sutton & Amy Ramage
Design: Angela Yang
Design Sign Off: Lily Dunlop
Video: Seb Lavender & Rachel Kelly
Fashion Styling: Phillipa Wood
Production & Management: Ella Coleman & Carly McGowan
Social: Lauren Willoughby & Carolina Bicudo
Editorial: Ayis Stephen-Diver

This project was all about the relaunch of the 70s Puma Arizona sneakers on ASOS.com. The concept of this shoot was games night with cozy vibes and colourful outfits. The design was inspired by the colourways of the shoes themselves and 70s graphic design. I also took a lot of inspiration from 3D typography from the 70s, which lend itself to interacting really well with the bright colours of the Arizonas.

A small graphic element that I noticed was the consistent use of rounded corners in 70s graphic design. Even though rounding corner is such a simple thing, it really brought all the designs together and gave it that vintage feeling.

Through all this I created playing cards, a board game box, and board game playing mat and various poster that were using throughout the shoot.This was all rounded off with a “Making of” Tiktok video posted on the ASOS account where I explained how I came up with my designs. 

The design look and feel was also included in other digital outputs within CRM, Instagram and Paid Media.