We worked with Puma to develop and execute a launch strategy and marketing assets worthy of the Nitro Series Trail shoes and winter apparel.

We pushed the brand to lean into a more conceptual approach for this work. They traditionally capture some pretty images and some film, and call it a day. We wanted to take a more thoughtful and calculated approach - Embracing the ethos and fundamentals of trail running - the varied ground, textures and physical style of movement required in trail vs road or track. We found it important to structure a journey element as well – This helped shape our production process and efficiency, but also provided a light narrative.

Captured over two days in late summer, in Mammoth CA, the only place we could attempt to fake a more “Wintry” vibe. Thanks to the talented allies that helped capture the beauty and grit of trail running -

Photo: Gary Copeland / Film: Joel Wolpertinger