A$AP Rocky x PUMA x AWGE

COMMERCIAL WORK (Commercials and Branded Content - Short)

JPG

MP4 1m:00s

Title of Piece:	A$AP Rocky x PUMA x AWGE
Client/Brand:	Puma x AWGE
Production Company:	Dreambear
Director(s):	Shapxo
Producer(s):	Evan Brown
Agency:	AWGE
DoP:	Nikita Kuzmenko
Instagram Tag:	@shapxo @abyss.digital @dreambearproductions
Short Synopsis:	This campaign represents more than a collaboration; it is a cultural meeting point where legacy sportswear converges with a new wave of creative expression. By granting Rocky and AWGE full creative authorship, PUMA signalled a break from traditional celebrity endorsements, opting instead for a partnership that feels lived‑in, collaborative, and credible. Drawing inspiration from New York’s 1990s underground — a period that shaped both hip‑hop’s ascent and Rocky’s personal style — the film reflects a generational nostalgia while reframing it for modern audiences. It resonates with youth who view music, fashion, and identity as inseparable, mirroring the fragmented yet immersive ways they consume media today. In this sense, the campaign does more than sell a product; it documents a cultural moment. It acknowledges that the value of a brand now lies in its ability to contribute meaningfully to conversations around style, music, and community. This project demonstrates how a sportswear giant can achieve relevance not by replicating trends, but by co‑creating with the artists who define them — setting a benchmark for future brand‑artist collaborations.