PUMA x PAM PAM

A campaign about sisterhood for the release of PUMA’s feline shoe. For this campaign, I did the casting and intentionally chose two sisters with a powerful story and bond. They had originally come to Denmark as refugees from Kosovo. Together with them, I chose a floral fabric that resembled the patterns in the scarves worn by traditional Kosovan women and in the upholstery of their living rooms. I wanted to integrate parts of their culture into the story, a juxtaposition between an idyllic Danish landscape and their heritage. I also got to interview the sisters for PAM PAM to dive deeper into the strong kinship and loyalty built by siblings in Kosovan-Albanian culture.