By Hinna Raja
welcome to the psyche of the underdog.
FIRST GEN IMMIGRANT KID
SELF-TAUGHT MULTIDISCIPLINARY CREATIVE
ALL THINGS BRAND CRTV + SOC!AL
CHECK OUT WHAT I'M LISTENING TO:
HOLIDAY CAMPAIGN
HOLIDAY CAMPAIGN
PUMA | EVERGREEN CAMPAIGNS 2022
SOCIAL STRATEGY
A SOCIAL FIRST STRATEGY ROOTED IN DIGITAL CULTURE
SOCIAL STRATEGY
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Gen Z doesn’t just buy sneakers—they collect, personalize, and integrate them into their digital and social identities. Traditional sneaker marketing often leans on hype culture, but today’s younger consumers prioritize self-expression, storytelling, and immersive experiences over just exclusivity.
With this in mind, we designed two visually disruptive, trend-driven campaigns that transformed sneakers into something bigger than footwear—
they became avatars of personal style, symbols of identity, and gateways to otherworldly experiences.
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By tapping into gaming culture and astrology —
two of Gen Z’s biggest digital touchpoints — we turned sneaker shopping into a creative journey, making it feel interactive, expressive, and uniquely personal.
INSIGHTS
Today’s audiences don’t just want a sneaker; they want to know the story it tells and the world it belongs to. By turning sneakers into avatars and characters, we positioned PUMA as more than just a brand—it became an experience.
Trend-Driven Creativity Wins Social Feeds
Rather than forcing a traditional ad, we spoke in Gen Z’s language. Video games and zodiac signs are not just interests; they are digital subcultures. By aligning our creative with these trends, we ensured high engagement and organic shareability.
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Social Strategy = Visual Disruption
On platforms like TikTok and Instagram, attention spans are short. These videos didn’t just blend in; they stood out. The futuristic, dreamlike aesthetics and unexpected storytelling hooks made the content thumb-stopping.
IMPACT !
This campaign didn’t just promote sneakers—it redefined how Gen Z connects with sneaker culture online. By fusing trend-driven narratives with immersive world-building, we created a campaign that wasn’t just seen—it was experienced.
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Gen Z Doesn’t Buy Products—They Buy Into Worlds
THE CAMPAIGNS
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Puma sought to engage and excite a Gen Z
audience on TikTok and Instagram by promoting PUMA sneakers + apparel through trend-driven storytelling.
Rather than relying on traditional sneaker marketing, we tapped into Gen Z’s cultural language—
gaming, astrology, and immersive digital experiences. Our strategy was simple:
Don’t just sell sneakers. Build a world around them.
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APPROACH
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THIS IS
SNEAKERVERSE
Rather than forcing a traditional ad, we spoke in Gen Z’s language. Video games and zodiac signs are not just interests; they are digital subcultures. By aligning our creative with these trends, we ensured high engagement and organic shareability.
THE SIGNS
AS SNEAKERS
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Rather than forcing a traditional ad, we spoke in Gen Z’s language. Video games and zodiac signs are not just interests; they are digital subcultures. By aligning our creative with these trends, we ensured high engagement and organic shareability.
PRIDE 2021 wasn’t just about visibility—it was about reclaiming space in a world that often seeks to erase. By centering LGBTQ+ voices, we transformed passive consumption into active participation, creating a movement that lived beyond the platform. The campaign didn’t just generate engagement; it sparked conversations, solidarity, and celebration across digital spaces. In amplifying these voices, we reinforced a powerful truth: when a community is given the space to exist boldly and unapologetically, the culture shifts with it.
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WHY IT WORKED