Butter Studio collaborated with PUMA to lead the creative direction for the debut of their period-activewear collection in collaboration with Modibodi. We aimed to transform the conversation surrounding menstruation and athletics by creating a fresh, empowering campaign. To achieve this, we devised a comprehensive creative direction that covered every element of the worldwide campaign, from visual aesthetics to copy. The final product was a comprehensive 50-page guideline book that acted as a blueprint for the global campaign. We provided specific instructions for all aspects of the campaign, including photo treatments, videos, and copy. Our creative direction was shared with local markets around the world, including Europe, Australia, the Middle East, and the US, to ensure consistent execution and cohesive brand messaging. Our collaboration with PUMA delivered a powerful campaign that redefined the conversation around periods and sports. The agency Pretty Soon produced the campaign assets featured here following our Creative Direction.