Set-build for a video project I directed, I designed a 20-foot-tall, two-story set that spelled out “PUMA” in oversized letterforms, each opening to reveal detailed worlds inside. Each section became a stage of its own, alive with characters, environments, and action unfolding across multiple levels.

I got to team up with LA design agency National Forest to bring graphic language and color systems into the builds while maintaining the bold, clean structure of the original concept. The set was skinned four different ways, transforming for different stories, golf, motorsports, running & fitness while the architecture stayed consistent.

Looking back, I should have known my real interest was in building. This project was part sculpture, part playground—and all energy.