Alteration

PUMA partnered with Jannik Davidsen, the Danish creative director and founder of brand Han Kjøbenhavn, to design a new sneaker dubbed “Alteration.” Alteration is an unexpected unity of two very different perspectives: the upper a simplistic expression and structure referencing Copenhagen’s industrial outskirts, while the sole is a futuristic vision of wavy disproportions and bulky shapes.

To encapsulate this notion of being stuck between two perspectives, and stay true to the industrial inspiration of the shoe, we encased the sneakers in unique blocks of resin to create unique visuals that tell the story.

My role: Art Director. Concepted the campaign and oversaw the production of visuals in all pre and post phases.

Team: Photographer: Jarren Vink // Prop Stylist: Zach Kinsella