Problem: While living abraod in Milan, CNCPTS reached out to me to help direct their newst launch of the PUMA Mostro sneaker launch. The original inspiration was to pay tribute to the shoes name of “Mostro” meaning monster in Italian. CNCPTS wanted me to feature the shoe in an everyday “Euro-Summer” campaign.

Solution:  “Dolce Far Niente” or The Sweetness Of Nothing. I defined what my mundain was and made it miraculous. I wanted to capture the true everyday living of being in Milan; morning cappuccionos, taking the tram, and checking out local street vendors. The use of the DVC handheld camera was to give a more vlog-type organic approach.