Client: Puma
Role: Freelance Creative Director / Writer
Agency: Syrup

"Journey of Football" TV spot
Mohamed Zidan razor video

Going into the 2010 World Cup in South Africa, Puma wanted to celebrate the beauty of the beautiful game—for a small fraction of Nike’s budget. We gave them a global statement that fans would want to spray-paint on walls and shave into their heads.

I worked with Creative Director Gui Borchert on an integrated campaign built around a wordless tagline. The "Love = Football" graphic first appeared on stickers, stencils and guerilla postings. It proved endlessly adaptable in print, OOH, web video, and a TV spot shot in villages and stadiums of Africa.

The "Love = Football" campaign continued for years after the World Cup. It has since been applied to Puma's Rugby, Cricket and Handball categories.

Creative Director/Art Director: Gui Borchert
Strategist: Friko Starc
Account Director / Exec Producer: Jennifer Giroux