PUMA Football invited us to reimagine the SS25 Creativity Pack as more than a campaign – as a visual celebration of instinct, individuality and imagination. The goal was to unite Neymar and Melo in one cohesive creative world, despite being shot in separate locations, and to build an identity that matches the energy of the product. It needed to speak equally to Hoops and Football, blending both disciplines while making space for athlete personality and product clarity.

We built a visual world where two athletes could meet without ever sharing a set. The concept hinged on contrast - of colour, energy, and perspective. By using opposing backdrops, bold lighting, and mirrored gestures, we positioned Neymar and Melo as distinct forces within the same creative field. This wasn’t about mimicking togetherness. It was about creating a shared frequency - one that matched the graphic intensity of the product and amplified the players’ individuality.

The final result fuses precision with personality. Each frame is sharply postured, colour-driven and product-led, but still allows space for spontaneity. Melo’s cool-toned cyan world plays off Neymar’s saturated purples, creating a balanced tension across the campaign. Through post, we extended this into a connected visual system - boots afloat, layered shots, cropped-in textures - all tailored for extreme formats without losing narrative coherence.