puma | mostro takeover

The monster moment had begun - louder, bolder, and ready to unleash the unknown. To mark its comeback, PUMA went all out with an activation takeover across the world’s biggest mall, Dubai Mall—spanning 384+ digital screens, key retail partners like Footlocker, JD Sports, Dropkick, and their own flagship store along with Dubai Hills Mall, Mall of the Emirates, Yas Mall and more.

From activation zones, experiential pop ups, to live demos, the message was crystal clear: The monster has been unleashed. Step in if you dare.
Our job? To be everywhere the Monster showed up—documenting the scale, energy, and attitude of Mostro’s epic arrival.

We approached this iconic takeover with a strategy built around impact, scale, and storytelling—but this time, cranked up for Mostro’s rebellious, boundary-breaking energy.

We kicked off coverage at Dubai Mall, focusing on the major hero zones—the eye-catching digital domination at the Ice Rink, metro links, food courts, bridge screens, directories, the Fountain Entrance, and the brand’s own flagship store.

Then we took the story to Dubai Hills Mall, capturing Mostro’s bold digital presence, entrances, atriums, link bridges, and all partner locations including Footlocker, JD Sports, and Dropkick.

Every shot was designed to capture the ferocity, energy, and scale of the moment, from the smallest design detail to the mall-wide digital impact - landing a visual playbook of Mostro’s takeover, proof that when PUMA unleashes the monster, the region's watching.