GLOBAL CAMPAIGN CREATIVE DIRECTION
CARI SEKENDUR, BEATRICE SALA, NAYLA AL-MAMLOUK
Butter partnered with PUMA to creative direct the launch of their first period-activewear line, in partnership with Modibodi. We developed a creative direction for the campaign to represent shifting the narrative of periods and sports. We delivered a detailed, 50-page book of guidelines for all aspects of the global campaign from photo treatments to video to copy. Our creative direction was distributed to local markets from Europe to Australia to the Middle East and US for local production.