A photo shoot that Loïc Alavoine carried out all the way through, from the creative research to the casting, the creation of the set, the choice of make-up and hairstyles…
His wish was to have a beautiful blend of the Puma’s product pack Pastel colors that can also be found in the styling, while having an AD focused on the poses of the models to break the softness of those colors.
For this photo shoot, we called on the dancer “Ashley Lya” to model and act in this video that would stand out from the norm.

A word from Loic Alavoine
All this creative process and the control of the elements allowed me to realize exactly the ideas and concepts I had envisioned for this shoot. What a pleasure to see coming to life the idea that I envisioned .
I’m grateful for the Puma teams that always trusted me and my creative thinking.