
By Hinna Raja
welcome to the psyche of the underdog.
FIRST GEN IMMIGRANT KID
SELF-TAUGHT MULTIDISCIPLINARY CREATIVE

. CREATIVE DIRECTOR . PRODUCER . DESIGNER . STORYTELLER . ACTIVIST. CREATOR .
















CHECK OUT WHAT I'M LISTENING TO:
puma x gen z
case study
PUMA x GEN Z CAMPAIGNS
THE STRATEGY
Conceptualized, directed, and produced two distinct trend-driven video campaigns, each tapping into a different Gen Z cultural phenomenon (video games + astrology) to showcase Puma’s sneakers as an extension of self-expression.
Instead of taking a one-size-fits-all approach, I developed two hyper-targeted creative concepts, each tailored to different Gen Z audiences


THE BRIEF
Puma wanted to strengthen its cultural relevance among Gen Z by promoting its sneakers and apparel on TikTok and Instagram—platforms where trend cycles move fast and authenticity is key. The challenge was to create a campaign that felt native to the platforms, resonated with distinct Gen Z subcultures, and reinforced Puma’s brand identity as bold, expressive, and trend-forward.

this is sneakerverse


THE EXECUTIONS
STRATEGY:
✔ Video Game-Inspired Campaign: Personified Puma sneakers as video game characters, using gaming tropes, visual effects, and in-game storytelling mechanics to bring each shoe to life.
Campaign 1: “THIS IS SNEAKERVERSE”
🎮 Sneakers were transformed into gaming personas (e.g., The Speed Runner, The Tank, The Stealth Mode Pro), each represented through distinct styling, visuals, and references to popular game mechanics.
THE SIGNS AS SNEAKERS

THE EXECUTIONS
STRATEGY:
✔ Zodiac Sign-Inspired Campaign: Matched Puma sneakers to different astrological signs, using personality traits, aesthetics, and humor to connect with Gen Z’s obsession with astrology and self-identification.
Campaign 1: “THE SIGNS AS SNEAKERS”
✨ Each sneaker was assigned a zodiac sign and brought to life through fashion styling, personality traits, and humor—e.g., Aries was bold and fiery, while Libra was aesthetic and indecisive.

puma x gen z

THE IMPACT
☆ High engagement: The campaign tapped into two highly engaged Gen Z subcultures (gaming + astrology), ensuring resonance and relatability.
☆ Boosted shareability: By making the sneakers ‘personal’ through identity-driven themes, the campaign encouraged audience participation, a key factor in TikTok/Instagram’s algorithm.
☆ Expanded brand perception: Rather than just selling sneakers, the campaign positioned Puma as part of Gen Z’s lifestyle, personality, and self-expression.
