Creative Leads: Dustin Canalin & Kari Cruz
About This Project:
To celebrate the Smurfs movie starring Rihanna as Smurfette, PUMA and Fenty brought us in to develop a limited-edition apparel capsule that felt fresh, cultural, and unexpected. Our goal was to move beyond traditional licensed merchandise by creating a fashion-forward narrative rooted in the shared spirit of two icons: Rihanna and Smurfette. The result was a capsule collection for men, women, and kids that honored the legacy of the Smurfs through a modern, personal lens.
Our Role:
We led the creative direction, brand strategy, and concept development for the collection. Our team pitched Rihanna the core story that would shape the entire project, exploring the overlapping energy between her and Smurfette as a foundation for the design system. From concept to final product, we worked closely with the internal PUMA and Fenty teams to create apparel that mixed nostalgia, pop culture, and elevated fashion. The result was a thoughtful, stylish take on licensed product that felt true to the characters and the cultural moment, while staying unmistakably Rihanna.
Black Fives Collection creative direction was led by Dustin O. Canalin for Puma & The Black Fives Org. Like a lot of Canalin's work he wanted to tell an authentic story about the origins of The Black Fives and it's importance to the NBA and the game of basketball today.
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About the Project
Overtime approached us to create an apparel capsule that would resonate with Gen Z youth through the lens of sports and lifestyle. Our concept drew inspiration from the tradition of high school car wash fundraisers, the concept was built around themes of community, hustle, and nostalgic Americana, reimagined for a new generation.
OUR ROLE:
We led the creative direction, concept development, and design for the capsule. DOC® created all original illustrations and developed a custom tie-dye pattern.
Released in 2013
Never fear UNDRCRWN is here.
A collection built on the idea of being the underdog. An official colaboratoin with the cartoon The Underdog, UNDRCRWN combined it’s signature sport style with the graphics and assets of Underdog.
