PUMA CLASSICS
CAMPAIGN

For the first time, Puma Classics LATAM commissioned a regional campaign for the Latin American market. The challenge was to find an approach that could resonate culturally across the entire region without being tied to any specific country. Our proposal distilled this shared concept into the “sobremesa” — the cherished time spent chatting and connecting after a meal, a moment of togetherness that represents everyday connection and celebration.

The space created in the spot captures the precise moment when the food runs out and the party begins to pick up energy. The vivid background colors represent the multiplicity of cultures, languages, and lives coexisting in the region, while the reggaeton soundtrack, specially created for the occasion, accompanies the transition into a moment of full celebration. The use of color and visual composition highlights the warmth and authenticity of the sobremesa, while the final explosion of energy, with the characters breaking into dance, reinforces the festive and vibrant atmosphere that defines the campaign.

CREDITS

Direction and production:
@codeastudio, where I worked with the team on creative and art direction, directed the spot, and edited the video.


Talents: 
@alejandrazr18 @jacobobarbosac @lunahb99 @wahnonluiggi
@fanitamendes @kimnunesp @iambennylondon

AD:
@anabluebear

DOP:
@herrera.marti

Focus Puller:
@andresmv23

2nd AC:
Gisela Borbón Ferrer

Data:
Ana Peregrina


Stylist:
@anamurillas

Stylist Assistant:
@sergio_guerrero_v

Stylist Assistant:
@juliapiqueras

Tailor:
Silvia Jordá

MUAH artist:
@ana.sanchezzpe

MUAH Assistant:
@maryamblancomakeup @jesus_alameda_

Gems:
@perlas.gems

Art Director:
@alex.lasa

Art Assistant:
@maxfermont

Fabric Artist:
Mister

Gaffer:
@albertpinana

Spark:
Ander Reviejo

Spark:
@pere.av

Grip:
Adrian Argüelles

Cat:
@faunayaccion


Edit:
@malenaibarz @roger.mitjans

Music Direction:
@lowkeymovesco

Music Production:
@opal_sounds @saint.lowe

Sound Design:
@angelsoundstudio

Colorist:
@litacolorista