COMMERCIAL CASE STUDY / PUMA · PATAGONIA
South
on foot.
PUMA
TRAIL RUNNING
ARGENTINA & CHILE
Running footwear. Insulated jackets. Open trails.
A campaign created independently across South America.
PUMA
Running footwear
Insulated jackets
Independent photography
Argentina & Chile
01 / THE CAMPAIGN
A brief.
An open trail.
PUMA sent the product to North America. We took it south, carrying an extra duffel of new footwear and insulated jackets to photograph on the trails.
The project moved through El Chaltén, Argentina; Cajón del Maipo, Chile; and Tierra del Fuego. With the freedom to shape the work ourselves, we photographed the gear across running routes, mountain landscapes and glacier settings.
02 / PRODUCT IN THE FIELD
Move closer.
Pull back.
The running footwear and insulated jackets are the thread through the collection.
Close details show the product. Wider frames place it in the landscape, from rocky lakeshores and forest trails to open mountain terrain. The edit moves between the two, keeping the gear connected to the journey.
03 / SHARED FROM THE TRAIL
Made in the field.
Shared beyond it.
PUMA’s running social channels shared the content. We also published it on our own channels.
The project brought together independent field photography and distribution through both the brand and our own social audiences.
THE SELECT / PUMA
Across the terrain.
Explore the photographs