Red Bull Shay’ iMoto is spinning at its most theatrical, part driving art, part live show, with the crowd and judges scoring control, creativity and style as much as smoke and noise.

I was Creative Director for PUMA’s first appearance at Shay’ iMoto, building a presence that could sit naturally inside that energy without feeling like a bolt-on retail moment. A key deliverable was real-time content, the brief was not “post later”, it was capture, cut, and publish as the night unfolded. We got a stack of IG stories out live from the event, and they looked sharp.

Off the back of that first run, I went on to support PUMA on subsequent Shay’ iMoto appearances, helping evolve the approach, tighten the capture plan, and keep the brand feeling current inside a fast-moving event environment.