Puma

PUMA Basketball keeps it in the family

Puma

PUMA Basketball is the basketball division of the multinational shoe and sportswear company.

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    • The Ayayi siblings sign for PUMA

    In 2021, PUMA Basketball signed three pro basketball players from the same family: the Ayayi brothers and sister. Camden’s job was to create and produce a video with a common storytelling thread linking the three athletes that could also be repurposed as individual capsules for the brand’s Instagram.

    From Washington, DC to Pau, France. And all in-house!

    Valériane (Olympic Silver-medallist), Joël (NBA's Washington Wizards) and Gérald (French league's Elan Béarnais) Ayayi play for three different teams in two cities: Washington, DC and Pau, France. Camden produced a transatlantic shoot with interviews that showcase these pro athletes who've found inspiration and strength from their shared family ties. This emotional angle marked an attention-grabbing departure from the urban themes typically used by the PUMA Basketball brand.

    Branded content at its best

    In addition to the four videos produced for social platforms (a master video featuring all three athletes, plus separate versions for each one), Camden also helmed the photo shoot that featured the Ayayi siblings modelling PUMA’s new sports and lifestyle collections.

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