PUMA TRAINING
When I joined PUMA Training in June 2024, the account was navigating the aftermath of four rebrands. Although the final identity had been established, the frequent changes had created audience confusion and reduced engagement. My role was to create and implement a content strategy that addressed these issues while making the most of the resources available.
I was responsible for every phase of production, including concept development, filming, editing, and final delivery. With only three key product initiatives and a tight budget, we had to approach content creation strategically. This meant finding creative, cost-effective ways to produce high-quality content that felt fresh and relevant. We experimented with a range of styles, from sleek, commercial-grade visuals; to playful, meme-inspired posts, ensuring our content resonated with a wide audience.
To see my campaign work for the HYROX x PUMA collection, click here
SOCIAL MEDIA
Our most popular post featured this meme of Moo-Deng
As of January 2025, the post received almost 150,000 likes and 1.8 million impressions. The post was also featured on Hypebeast's Instagram, which brought our highest following reach since the accounts rebrand.
ATHLETE LED CONTENT
Content featuring Puma Training star athletes. Ranging from announcement of official partnerships to lifestyle narrative vlogs.
At the time working with Puma Training, our three main athletes we worked with were:
HYROX 2024 World Champion Meg Jacoby
Decorated multi sport athlete and HYROX Champion Hunter McIntyre
and PGA Championship Golfer Rickie Fowler.
Meg Jacoby Joins Puma
Hunter McIntyre Day in the Life
Rickie Fowler on Training and Cloudspun
CGI / VFX REELS
Used fast made CGI and visual effects to create eye catching reels. These reels are popular with brands in order to make professional, yet social friendly content that can help emphasize the feature product in a fun and creative way.
For more details about my VFX work, click here
INFLUENCER NARRATIVE CONTENT
Part of the content we strived towards creating content that every day people can relate to. We didn’t want to just showcase ultra elite athletes whose job was to reach an unitanable body that the every day person will have a harder time achieving. Because of this, we decided to tell the stories of influencers with moderate followers, who use training to help further their own goals.
Our post with Ja Martins, a New England based model and mental health advocate best exemplified the power of showcasing these narratives and the impact training had on her life. For this post, we utilized both powerful photograph and video compositions to coincide with her story in the Instagram caption. See original post and caption here.
PRODUCT PHOTOGRAPHY
Finding a wide variety of ways to showcase our products via both traditional studio style imagery, and social first lifestyle photos
TRENDING REELS
Followed organic social media trends to sell the persona of Puma Training’s social, rather than attempting to sell specific products.
MEME CONTENT
Similar to our trend base content, we decided to use trending memes to showcase our persona on Puma Training’s social media account. Our goal was to make it feel as though there was a personality behind the scenes posting the content. Almost like the social media manager was the main character of the entire account
