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By Amy Houston, Senior Reporter

August 11, 2022 | 3 min read

Puma has dropped a campaign featuring musical artists Le Juiice, Amaria BB, Bellah and Sha Simone that highlights the realities of being a girl in the era of social media.

Created by The Elephant Room, ‘Here. We Can Be’ is a fast-paced short that features a group of young women dancing and singing together. Coinciding with the launch, a ‘Listening Party’ will take place in London and Paris. Girls and non-binary individuals are invited to share a space with incredible musical artists, perform with them and discuss their own experiences.

Shannie Mears, co-founder of The Elephant Room, said: “Being challenged to work out what is happening in the lives of young women meant listening to the research, and making sure those voices felt heard. Our artists are an amazing example of just being real and true to what they do. Collectively, we thought this was an important campaign to work on.”

The campaign will run in JD stores across Europe, as well as on various social media channels.

Nina Taylor, creative director of The Elephant Room, added: “Being a teenage girl is more difficult than ever, with a relentless pressure to show up or act in a certain way. The campaign ‘Here. We Can Be.’ gives young women a platform and space to be themselves, whoever they are, wherever they’re at. Our music artists were central to the storytelling, inspiring our audience through their own lived experience.”


Client: Puma UK

Creative Agency: The Elephant Room

Creative Director - Nina Taylor

Head of Talent - Shannie Mears

Head of Design - Khutina Griffiths

Creative Producer - Benj Opoku

Client Partner - Amelia Blashill

Account Manager - Krystal Ude

Head of Strategy - Matt Bamford-Bowes

Creatives - Adam Fish, Luke Gray & Tom Carr

Production company - Greatcoat Films

Exec Producer/Head of Production - Sandra Spethmann

Producer - Lucy May MilesFilm Director - Sannchia Gaston

Photographer - Olivia Richardson

DOP - Natasha Duursma

BTS - Daniel SadovyakStylists - El-shaddai Nyagodzi & Leila Afghan

MUA - Chloe Rose

Hair - Aaliyah OkeEditor - Post Carlton

Colourist - Daniela Roatru

VFX - Lee Delves

Color producer - Glassworks

Sound Design - The Music Lab

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