We created Sincerely, Rosé, a global campaign for PUMA x Rosé, launching alongside BLACKPINK’s 2026 World Tour. The collection marked Rosé’s design debut with PUMA, translating her personal style and evolution as an artist into a new creative collaboration.
Built around the global momentum of the tour, the campaign extended across film, photography, behind-the-scenes content, influencer seeding and custom gifting designed for the reveal.
We photographed Rosé on Polaroid to capture the unfiltered personality behind the collection. Custom cameras were then gifted to influencers, extending the experience beyond the campaign and inviting each recipient to capture the world from their own point of view.
For PUMA x ROSÉ, we created custom seeding kits timed to BLACKPINK’s world tour stops in London, New York, Los Angeles and Boston. One took the form of a sculptural rose in bloom. The other unfolded like oversized origami.
Inside, every piece had its own chamber, choreographing the reveal for camera and making it easy for creators to move from package to product to post.
