Halfway through cooking noodles in the back of a van, parked god-knows-where in Utah, Ciele called. They had a weird-in-the-best-way idea: a capsule built around jeans you could actually run in, and it needed visuals just as unexpected.

Back in Montreal, the sky was wet cement. No chance. So we stopped chasing weather and built our own world: studio lights, scanned textures, backgrounds torn up and rebuilt. Print, scan, print again

The result was less a campaign than its own dimension. Surreal but inviting, and tight enough to give the drop a clear identity. It ended up featured across several design-forward sport publications, and traveled further than we expected.

Deviate

Puma wanted a campaign for the Deviate 4. A shoe built for speed.