PUMA
x Rosé

Rather than make a collection for Rosé of Blackpink, I helped Puma create one from her. Translating her personal style and creative sensibility into the launch of a 10-piece PUMA capsule collection blending feminine silhouettes, racing references, and iconic sportswear. A dreamlike campaign brought fans inside her creative world through personal voice memos, interactive experiences, and personal touches. The result turned a celebrity collaboration into a more personal expression of authorship, style, and culture.

ROLE: CREATIVE DIRECTOR
AGENCY: STANDARD BLACK
CLIENT: PUMA