Puma:

This brief was to create a worldwide campaign for Puma throughout the 2008 Olympics, and had to be understandable in any language or culture. Inspiration was derived from the attributes and meaning ascribed within Chinese culture towards the dragon, dragonfly and snow rabbit. Each subsequent animal depicted within the media showcased the flow of Puma clothing and its connection towards a specific sport. A D&AD design Brief.

Dragonfly

Dragon

Snow Rabbit