By Hinna Raja
welcome to the psyche of the underdog.
FIRST GEN IMMIGRANT KID
SELF-TAUGHT MULTIDISCIPLINARY CREATIVE
. CREATIVE DIRECTOR . PRODUCER . DESIGNER . STORYTELLER . ACTIVIST. CREATOR .
CHECK OUT WHAT I'M LISTENING TO:
Location
BOSTON, MA
Client
PUMA
Year
2021
CREATIVE BRIEF: promote Puma sneakers + apparel to a Gen Z audience online, primarily for TikTok and Instagram
MY ROLE: 100% independently ideate, develop, produce, and edit 2 x video campaigns for use across the board on @PUMA socials
Project
THIS IS SNEAKERVERSE
CAMPAIGN #1: VIDEO-GAME INSPIRED
we start off inside of a video game "character select" screen, with Player One swiping through a holographic carousel of sneakers. As each sneaker is selected, Player One turns into a unique sneaker superhero -- or "sneakerhero" -- inspired by the unique design and functionality of each shoe.
Project
THE SIGNS AS SNEAKERS
CAMPAIGN #2: ZODIAC-INSPIRED
A POV of our kaleidoscopic journey as we bend gravity and reality to introduce 12 enigmatic characters embodying the essence of each of the 12 zodiacs. Witness their eccentricities unfold as you explore their world at every turn, bringing on a sense of whimsy akin to Alice's descent into Wonderland.
This is sneaker culture, turned on its head upside down and captured in 360.
__
I wanted this one to feel whimsical. Like you're on acid. Like you're Alice, right after she fell down the rabbit hole. Or did she fall up? That feeling of disorientation ... I wanted to capture that.
