Dylan

Chief video editor

PUMA • Full time

Apr 2024 - Mar 2025 • 11 mos

During my time as a Showreel Editor at PUMA, I worked closely with creative and social media content, producing fast paced video assets designed to showcase products and strengthen the brand’s presence across digital platforms. My work focused heavily on product advertising, social first content and short form video, with particular attention to maintaining PUMA’s visual identity while adapting content for different audiences and platforms. I edited promotional campaigns featuring footwear, apparel and lifestyle products, using dynamic cuts, transitions, motion graphics, typography, music synchronisation and sound design to create polished commercial content. I regularly worked with raw footage and transformed it into concise, visually engaging edits that highlighted key product details while maintaining a strong sense of energy and movement. A significant part of my role involved creating content for TikTok and other short form platforms. I developed edits around strong opening hooks, quick pacing and visually engaging sequences, adapting campaign footage into multiple social-friendly formats. I also experimented with different editing styles and trends to ensure content felt native to each platform rather than simply repurposed from traditional advertising. Alongside editing, I developed a strong understanding of commercial storytelling and how editing decisions can influence audience retention and product presentation. Working within an established brand environment also required attention to consistency, deadlines and creative direction. The experience strengthened my skills in commercial video editing, short-form content creation, product advertising, motion graphics, sound design and visual storytelling, while giving me valuable insight into producing content for a major global sportswear brand.