CJ HENDRY × PUMA
New York, 2018
To mark 50 years of the iconic PUMA Suede, Australian artist CJ Hendry was invited to put her own spin on the sneaker as part of the brand's anniversary celebrations.
Ben Everden, Creative Concept, Direction & Photography · TRVE Creative, Production
CJ and her agency approached Ben Everden to develop the creative concept and produce a series of films and photographs around the collaboration.
The idea took inspiration from Brooklyn's tradition of throwing shoes over power lines, otherwise known as shoefiti. We took the PUMA Suede, dipped it in gold and turned it into a trophy, before taking it to the streets of New York.
Alongside the more playful side of the project, we documented CJ's extraordinary drawing process, from the preparation of her materials to the painstaking detail of her finished work.
The resulting films and photography brought together two very different sides of CJ's practice, with the project featured across Hypebeast, Hypebae and a number of sneaker and culture publications.
The work
Creative Concept · Direction · Film Production · Photography · Editing
For All Time
Ben Everden, Creative Concept, Direction & Photography · TRVE Creative, Production
The Creative Process
Ben Everden, Creative Concept, Direction & Photography · TRVE Creative, Production
