A reactive campaign that turned a celebrity style moment into a cultural conversation for PUMA's Speedcat Ballet...
The Ask: PUMA wanted reactive, culturally native social content. Male celebrities like Jacob Elordi and Harry Styles had already sparked real conversation wearing ballet flats, a shift the client hadn't briefed, but one we saw an opening in.
The Idea: A two-part reactive system built to own the cultural conversation, not just join it. Our male creator styled the Speedcat Ballet naturally into his everyday fashion content, then "trend reporter" Jules stitched and reacted to it, positioning PUMA at the forefront of the conversation so the product felt discovered, not pushed.
I discovered the cultural moment and brought the idea to PUMA unprompted, then concepted and briefed the two-part reactive structure, curated the talent and reviewed the content through to execution.
