JUNK DRAWER  (COMING SOON)EXPLORING UNCONVENTIONAL AVENUES TO COMMUNICATE NARRATIVES.
Project Name
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PUMA x A$AP ROCKY

Brand Campaign, Print Media, Digital, Logo Design


TEAM CREDITS:

Creative Direction: Keith Messinger
Art Direction/Design: Zach Stremmel (Me) , Ally Reyes
To generate buzz around the third PUMA x A$AP Rocky capsule collection, my team set out to transform an empty event space in the heart of SoHo into a vibrant, unexpected bodega-themed pop-up during New York Fashion Week. Due to time constraints and logistical challenges, we pivoted and instead took over the PUMA flagship store on Fifth Avenue—a move that ultimately enhanced the brand synergy and visibility.

Guests had the exclusive opportunity to trial and purchase the collection on-site while immersing themselves in an unforgettable brand experience. The event reached its peak with a special appearance and performance by A$AP Rocky, electrifying the atmosphere and turning the pop-up into one of the weekend’s most talked-about activations. The experience generated significant social and traditional media coverage, leading to an instant sellout of the collection.



















New York, NY
Senior Designer
Art Director