Pum Lefebure
Creative Director · Co-Founder · Chief Creative Officer · Chairperson
In their own words
It is here and AI will be able to do more and more of your work. What will people still coming to you for? What is your value?
You have to be a good creative director to your AI and giving specific feedback for them to get better.
Every project is a calling card.
Leadership means being a coach, a cheerleader, and sometimes a plumber.
[Awards] can be the differentiator from your competitor.
The campaign is designed for the younger generation—so we intentionally used AI to capture their imagination.
Mashing real and AI images, we dreamed up a surrealist world to wow viewers' imagination.
We transformed the models' nails and hair to look crazy serpentine-like, which is just so fun.
Articles & interviews
- Pum Lefebure on Design, Creativity, and AI’s Future
This episode of Design Matters, hosted by Debbie Millman, features Pum Lefebure, co-founder and chief creative officer of Design Army. Lefebure discusses her creative journey from Bangkok to Washington, DC, her philosophy on design as a language, and her perspective on how AI is reshaping creativity and human value in the design industry.
- 186. The Spark
This Creative Boom podcast episode features Pum Lefebure of Design Army discussing her creative rituals, mindset, and inspirations. She reflects on how she maintains creativity through travel, learning, and embracing awkward beauty, offering insight into the studio’s distinctive approach and philosophy.
- Pum Lefebure
This Creative Boom Podcast episode features Pum Lefebure, cofounder and chief creative officer of Design Army, discussing her journey from a yard sale poster to leading an award-winning design studio. She reflects on building a purposeful portfolio, balancing passion and paid work, and staying relevant amid rapid industry change. The conversation highlights authenticity, leadership, and creative perseverance.
- "Creative Boom Podcast Season 10 Launches with Video Option"
Creative Boom announces the return of its podcast for Season 10, now available in video format for the first time. Hosted by Katy Cowan, the season features an impressive lineup of creative industry figures including Brian Collins, Pum Lefebure, and Jeff Staple, with sponsorship from paper manufacturer James Cropper. The new season emphasizes authentic conversations about creative careers and the evolving design landscape.
- Are Design Awards Still Relevant in Today's Creative Industry?
The article explores whether design awards remain relevant in today’s creative industry, questioning their accessibility, cost, and fairness. Featuring perspectives from Robin Howie of Fieldwork Facility and Pum Lefebure of Design Army, it contrasts skepticism about bias and expense with arguments that awards can still boost visibility, morale, and business growth. The piece also touches on how awards can influence visa eligibility for international creatives.
- Design Army Launches Surrealist Morphe Collection Campaign
Design Army created a surrealist, AI-enhanced campaign for Morphe's Forbidden Collection, blending real photography with digital fantasy to reimagine beauty as temptation. The campaign, led by Pum Lefebure, features lush, mixed-reality visuals inspired by the Garden of Eden and nature’s surreal landscapes. It extends into packaging design, celebrating Morphe’s bold, expressive identity and its appeal to a young, creative audience.
- Badal Patel on running a business, work-life balance and finding inspiration in her upbringing
The Brand Identity interviews independent creative director and designer Badal Patel about her journey running her own studio, balancing work and life, and drawing inspiration from her Indian-American upbringing. Patel discusses her process, tools, and the challenges of freelancing, as well as her proudest project, the branding of Kulfi Beauty, a South Asian beauty brand. The conversation highlights her cultural influences, business lessons, and creative philosophy.