A 2026 World Cup campaign that earned cultural relevance PUMA couldn't buy. no sponsorship rights. just 11 creators and a documentary-style series.
The Ask: Authentically connect PUMA's lifestyle Suede sneaker to soccer culture during the 2026 FIFA World Cup, without official sponsorship rights, cutting through sponsor noise to reach Gen Z and Gen Alpha.
The Idea: Gen Z experiences soccer through fashion, culture, and community, not just the match itself. "Off the Pitch" united 11 diverse creators in a documentary-style Instagram series celebrating fandom beyond the game, letting the Suede live naturally inside fashion, creativity, and community instead of inside a sponsorship deal.
I owned the creative from the ground up, developing the insight-driven concept, shaping the art direction and directing on set to bring the "Off the Pitch" idea to life, partnering with a production agency to execute.
