Puma x McQueen

Context

A seasonal creative residency with Puma Black Station in London to develop the visual narrative for the "Fight or Flight" capsule — a limited-edition collaboration with Alexander McQueen. Commissioned to work directly with the Lead Creative, the objective was to engineer a graphic system that bridged McQueen’s avant-garde, "dark handwriting" with Puma’s performance-led heritage.

The Brief

Inspired by the "Fight or Flight" response, the seasonal direction focused on the visceral textures and protective mechanics of serpentine forms. The brief required a series of complex graphics and imagery designed for a multi-platform rollout — spanning technical apparel, editorial layouts, and digital campaign environments.

The Approach

• Iconographic Research: A rigorous study of interlocking scales and musculoskeletal "twisting forms" to create a signature graphic DNA for the season.

• Campaign Versatility: Developing high-impact imagery designed to scale seamlessly from large-format OOH (Out-of-Home) installations to intricate, high-density garment prints.

• Studio Evolution: While the core system was adopted for the commercial release, the studio has since extended the original narrative. This case study showcases a curated selection of both commissioned deliverables and expanded internal studies, exploring the full potential of the serpentine aesthetic beyond the initial project constraints.

Technical Execution

• Apparel Graphic Systems: Multi-layered prints and textures engineered for seasonal capsule collections.

• Visual Assets: A library of bespoke imagery for use across digital, editorial, and spatial touchpoints.

• Material Studies: Exploring the intersection of organic biology and industrial sportswear finishes.

Strategic Outcome

The Fight or Flight project stands as a definitive benchmark in collaborative creative direction. It demonstrates the studio’s capability to operate within the highest tiers of the fashion industry — interpreting complex, high-profile briefs into durable visual systems that sustain both commercial application and speculative creative growth.