PUMA x Portugal | Launch Film
2025
As part of the global campaign announcing the Puma x Portugal partnership in 2025, we created a 60-second film that embodies the campaign's concept while deeply resonating with the Portuguese audience.
• Marketing Strategy • Creative Strategy & Direction • Project Management • Partnership Management •
In Short
For the PUMA x Portugal 2025 campaign, we crafted a strong narrative that connected past generations with those to come, ensuring it resonated with the Portuguese audience. By exploring various consumer occasions and locations, we evoked pride, urgency, and an inspiring call to action.
I led the creative direction, collaborating with both in-house teams and external production partners, ensuring alignment with PUMA’s global brand strategy. I also managed stakeholder feedback from FPF to finalize the narrative.
The Creative Process
The concept was rooted in the tagline 'History Needs Makers', celebrating Portugal's legacy in football. Pre-production involved developing a narrative that tied national pride to PUMA's innovative spirit.
The film was shot over three days in Lisbon, with a diverse crew that captured dynamic on-field action and intimate fan moments. Post-production focused on weaving these elements into a powerful, cohesive story.
The Film
It blends storytelling with marketing, using high production values, emotional narratives, and strong visual aesthetics that engage with the audiences,
Social Media
The campaign performed well, reaching over 3 million with an engagement rate of 14.7%, and driving 835k total engagement. It resonated with our target audience and met key objectives, boosting brand visibility across key markets.
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Announcement
IG Reel/Tik Tok| Nov 27th, 2024.
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Teaser
IG Reel/Tik Tok | Jan 1st, 2025.
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Hero Film
IG Reel/Tik Tok | Jan 6th, 2025.
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Player Imagery
IG Reel/Stories | Jan 6th, 2025.
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E-Commerce
IG Reel/Stories | Jan 6th, 2025
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Jersey Details
IG Reel/Tik Tok | Jan 7th, 2025.
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Product Imagery
IG Reel/Stories | Jan 9th, 2025.
Gallery
A collection of character portraits, and scenes, featuring key cast members in stylized and thematic visuals that reflect the movie’s aesthetic, mood, and narrative.
Photos By Tim ADORF
Closing Insights
This project exemplified the power of collaboration and storytelling in sports marketing. It reinforced my belief in blending cultural insights with bold creative to achieve impactful results.
Credits
PUMA GROUP
Marketing: Samuel Barreto & Josele Angulo
Production: Hadrien Stolz, & Sam Moir
Art Direction: Garrick Kwan & Nacho Gentini
FILM
Director: Davide Vicari
1st Assistant Director: Francisco Botelho
2nd Assistant Director: Ana Moreira
PHOTOGRAPHY
Photographer: Tim Adorf
Photo Assistant: Hugo José
Photo Assistant: Iuri Albarran
EXECUTIVE PRODUCTION: MARIA & MAYER
Producer: Maria João Mayer
Line Producer: Rita Simão