PUMA x Helly Hansen

20AW and 21SS campaigns for the continued partnership between PUMA x Helly Hansen took a more analogue approach. The collection itself, inspired by arctic exploration, is showcased in layered collages of icy textures and glacial landscapes. Geometric elements in the collages reference the futuristic tech elements in the product. As the seasons transition from arctic winter to Scandinavian spring, the landscapes in the artwork shift from frosty scenery to barren Nordic terrain.

My role: Art Director, collage artist. Concepted the campaign and oversaw the photography. Created the collages by hand and digitally.

Team: Photographer: Thomas Welch // Videographer: Lucas Chemotti // Video Editor: Jak Ritger // Models: Daouda, Daria