RE:GEN Reports
Sustainability reports are written for investors, scientists and NGOs, not for the people who buy the products. PUMA's covered 10 sustainability goals in dense detail. Our challenge was to make it accessible, transparent and genuinely interesting to a younger audience.
Client: PUMA
My role: Design lead, campaign design and art direction
The idea
We cut the jargon and made it real. RE:GEN Reports turned the report into a podcast: 10 goals, 10 episodes.
Each episode was hosted by a member of PUMA's Voices of a RE:GENERATION youth council, who put the hard questions to an expert from PUMA or the wider industry, from the Fair Labor Association to Canopy and the UN's climate change body. No corporate speak and no easy answers.
Making it
Nobody at the agency had made a podcast before. We wrote 10 scripts, recorded 34 hours of conversation across 10 countries and five time zones, and edited it all down into 10 episodes.
Around the episodes, we built a bold and uniquely PUMA visual identity, a launch trailer, social trailers for every episode and a home for the series on about.puma.com.
Results
The press called it an industry first. The series earned 38 pieces of coverage across eight countries, including Hypebae, The Independent and The Drum, with a combined reach of over 428 million. On PUMA's own channels it drove more than 47 million impressions and an average Instagram engagement rate of 3.2%, well above the 2% target.
My role
I was design lead on the campaign, shaping how RE:GEN Reports looked and moved from first concept to launch. I created the identity and the cover and episode artwork, and art directed the launch trailer, social trailers and assets across PUMA's channels. Beyond the design, I helped produce and edit the episodes themselves.
