Creative Director & Design Lead
I transform consumer insight into product concepts, creative platforms, and brand experiences that drive business growth.
“IN THE ROUGH”
PUMA - HOOPS x GOLF
SS 24
Category: Cross-Sport Collaboration
Overview
For the Rocket Mortgage Classic at Detroit Golf Club, I was commissioned by the Puma Basketball team to develop graphics for Puma Golf. Inspired by my Detroit roots, I created a playful crossover concept that brought together the city's professional sports mascots with Puma's mascot Dylan, connecting basketball culture with golf through storytelling.Creative Execution
The design direction took inspiration from comic strips and slapstick comedy, with a nod to The Three Stooges. The concept, titled “In The Rough”, imagined Detroit’s professional team mascots hitting the golf course together with Puma macot Dylan.Creative Approach
- Sketched and developed caricature-style mascots of Detroit’s sports teams.
- Created multiple graphic variations mascots driving golf carts, swinging clubs, and interacting in a lighthearted way.
- Balanced Puma Basketball's bold graphic DNA with Puma Golf's lifestyle aesthetic to create a cohesive crossover collection.
Impact
The project added a fresh, youthful spin to Puma Golf at a high-visibility PGA Tour event, standing out with storytelling tied directly to Detroit culture. It showcased how sports mascots normally seen courtside or fieldside could be repurposed into golf graphics that connect with a broader fan base.Key Highlights
- Developed graphics for a cross-category collaboration between Puma Basketball and Puma Golf.
- Incorporated Detroit sports culture into the creative concept.
- Created comic-strip inspired mascot illustrations with a playful lifestyle aesthetic.
- Built the "In the Rough" graphic story across the collection.