Web Design & Art Direction

I had the opportunity to work closely with PUMA on a dynamic series of promotional website projects, with one of the highlights being the campaign for the “Drive Them Crazy” football boot launch. This project merged bold visual storytelling with strategic product showcasing and allowed me to exercise both artistic vision and functional digital design.

The one-pager design served as the digital front for the campaign, with the goal of creating an immersive, high-impact experience that mirrored the energy of the product itself. My responsibilities spanned from early creative concepting to layout design and UI strategy. Working alongside content and brand teams, I ensured every visual element aligned with the overall campaign tone aggressive, energetic, and disruptive.

The design borrows visual language from warning signs, construction sites, and overgrown urban fields, reinforcing the rebellious theme: “Drive Them Crazy.” This narrative is built through layered visual motifs like hazard tape, overgrown vines, and signage that interrupts the usual clean cut product layout. The use of deep blacks contrasts sharply with vibrant orange tones from the boots pulling focus directly to the product while also evoking a sense of street-level intensity.

The header introduces the athlete and the boots in a striking hero shot, supported by interactive elements like a 360° product viewer to enhance user engagement. Further down the page, video content and product cards are arranged in a modular, mobile-first layout designed to convert leading users seamlessly from discovery to purchase. View Official Site