Photography
Branded Content
When PUMA prepared to release a modern version of the 80’s classic ”RIDER” we were tasked to assist in promoting the shoe. We were chosen for our expertise in Scandinavian street culture, as well as our connections in- and outside of Sweden.
As the shoe celebrated the process of unifying the old with the new we wanted to create a campaign matching that energy. Utilising our connections in the Scandinavian music industry we assembled up and coming artists from Sweden (Imenella & Amr Badr), Norway (Hkeem) and Denmark (Icekiid) for a unique collaboration. In an effort to communicate the bridging of gaps between Scandinavian music scenes we arranged a photo-shoot with all artists, drawing inspiration from the 80’s for the setting and incorporating PUMA and the RIDER in each shot.
The photoshoot encompassing the artists as well as the PUMA products featured in our own, the artists and PUMA’s official social channels. Consisting of group and solo pictures the shoot showcased a variety of talents with each one putting they’re own style to the RIDER shoe.
Production Company / Creative direction
Photos
Dopest
Adrian Pehrson