Lewis Hamilton + Puma Brazil
Mission
In November 2025, Puma partnered with global icon Lewis Hamilton for a landmark activation in Brazil, a full-day experience designed to merge performance, culture, and brand storytelling.
Samba Digital was responsible for the end-to-end delivery of the activation, covering strategic planning, creative direction, content production, editing, and on-site execution.
The objective was to design a premium experience that reflected Lewis Hamilton’s global status while reinforcing Puma’s positioning across sport, motorsport, and lifestyle.
Every touchpoint, including content, event flow, talent coordination, and guest experience, was built to deliver impact, authenticity and speed.
Content & Production
From concept to final delivery, Samba Digital led the entire content creation pipeline for the activation, developing creative ideas, structuring the production schedule, and aligning all outputs with Puma’s brand objectives.
On site, Samba handled creative direction, staging, and talent coordination, ensuring Lewis Hamilton, Puma athletes and influencers were captured in dynamic, high-end environments.
The production included a full photoshoot for Puma’s website and QG magazine, as well as bespoke content for Puma Brasil and Puma Motorsports featuring Tamires, Caio Bonfim and key creators.
Post-event, Samba managed the complete editing workflow, transforming raw footage into premium, fast-turnaround assets for local and global brand channels and extending the impact of the activation beyond the event day.
Event Experience
In collaboration with Ferrari and Puma, Samba Digital led the creative concept, scenography, and execution of an exclusive event hosted at the fully branded Allianz Parque Lounge in São Paulo.
Designed to celebrate performance and prestige, the evening brought together more than 40 carefully selected guests for an immersive brand experience that blended motorsport excellence, luxury, and culture.
Guests enjoyed curated drinks, immersive Ferrari and Puma activations, and an intimate meet and greet and panel session with Lewis Hamilton, creating a meaningful moment of connection between brand, athlete, and audience.
Results
- 8+ premium videos produced for Puma
- Meet-and-greet photos delivered within 15 minutes, reinforcing speed and execution excellence
- Strong media response and engagement across digital platforms
- Positive feedback from Ferrari on execution quality and guest experience
By combining strategic thinking, creative excellence, and flawless execution, Samba Digital delivered an activation that positioned Puma at the intersection of motorsport, culture, and global icons, transforming a single-day experience into a lasting brand moment.
