PUMA: Jamming

Scope of work: Concept Design, Prototyping, Production

A collaboration between HEART and PUMA for their JAMMING campaign. The concept was to design an unboxing experience for Puma’s 100 closest collaborators, including Jay-Z, Usain Bolt, Kylie Jenner, The Weeknd and others.

The design featured a mystery key and “confidential” letter sent in advance, laser-cut layers to gradually reveal the contents, laser-cut pins and ID tags, and custom labels and logos.

Additionally, the team created an in-store display for the shoe’s mass market release.