Client
Puma
Year
2025–26
Services
AI — Compositing — Color Grading — Retouching
One of the most ambitious projects we've worked on. Three days on set alongside photographer Vincenzo Schioppa, covering 12 Puma-affiliated national federations — Iceland, Czech Republic, Portugal, New Zealand, Paraguay, Ivory Coast, Senegal, Egypt, Morocco, Austria, Switzerland, Ghana — two kits each, 24 total. Every kit was shot in motion on a white limbo. From those raw frames, we built the entire world around them: AI-generated backgrounds designed to evoke the geography and character of each country, then composited with the extracted figures, graded, and retouched to campaign standard. The project ran through the final quarter of 2025, when AI image tools were still a generation behind where they are now. That gap made every background a genuine problem to solve. Six months later it would have been a different job entirely.
Credits
