PUMA: Where Identity Meets Icon

Ruby Szczur

A full-torso profile shot of a person with dark, glossy hair styled in a retro wave, wearing a beige herringbone blazer, white shirt, and a loose red tie. They look intently to the left, and a bright red suede Puma sneaker with a white stripe and black sole is perfectly balanced on their head, against a backdrop transitioning from dark blue-gray to light gray.

PUMA: Where Identity Meets Icon is a speculative campaign exploring personal evolution through the lens of timeless design. Inspired by David Bowie’s legacy of reinvention, the project positions the PUMA Speedcat as a symbol of consistency within transformation. Presented as an immersive campaign launch, the work brings together photography, video, and digital web elements within a single space, creating a unified brand experience that reimagines PUMA’s evolving identity through multimedia storytelling.

About The Artist

Headshot of a smiling young woman with long, straight blonde hair featuring lighter highlights. She has fair skin with subtle freckles on her nose and cheeks, blue eyes with dark lashes, and light pink lips. She is wearing a light gray, fuzzy-textured cardigan over a white top, with the top few buttons of the cardigan undone. The background is a solid, deep navy blue. She faces forward, looking directly into the camera.

Ruby Szczur

Ruby is a Toronto-based visual artist working across photography, creative direction, and brand storytelling. Her work explores identity and visual culture through conceptual imagery and stylized portraiture, blending fashion aesthetics with contemporary commercial storytelling. Through her practice, she creates visually driven narratives that merge editorial sensibility with brand-focused image making.

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