PUMA: Where Identity Meets Icon

Ruby Szczur

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

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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