RIIKI REID x Puma - Case Study

Overview:
A paid partnership shoot for Puma and JD Sports NZ featuring artist RIIKI REID and her upcoming single "Over Romantic". The content was designed to match the energy of the track; flirty, free and summer ready, while spotlighting the new Puma Speedcat Mode sneaker in a way that felt authentic to the artist’s style.

Brief:
Photograph and film an instagram carousel + reel that visually captured the mood of "Over Romantic", aligning it with the New Zealand summer and the launch of Puma’s Speedcat Mode. The creative needed to feel fresh, youthful, and aligned with both Puma’s streetwear edge and RIIKI’s evolving visual identity. The content needed to visually fit alongside other content in the grid that promoted the new single.

Deliverables:
- Campaign Photography
- Instagram Reel filming

Creative Direction:
Inspired by the track’s playful tone and retro-modern energy, the shoot blended Monochromatic styling with Riiki Reids signature red with clean, natural lighting and vibrant tones. Shot at golden hour at the beach to emphasise the summer day dream setting. The Speedcat Mode was styled as an effortless extension of the artist’s look, tying the product and sound together.