"Hello" features five executions in which the models dress down and are captured in natural, relaxed poses. The campaign is shot in washed-out colours, which Puma says helps define itself as "a brand that applauds self-discovery and inventiveness".
The campaign was created in-house by Puma, with global media through ZenithOptimedia. In the UK, the ads will run in style press including The Face, Adrenalin and Vibe. It breaks worldwide in August.
Antonio Bertone, global director of brand management at Puma, said: "Juergen's ability to capture unguarded moments with such honesty is what drew us to work with him on our campaign."
He added: "The models in the ads will wear some of Puma's more modern lifestyle product, but it will not be a primary focus, rather the interest will be on the intimacy of the moment that Juergen captures."
Teller is German but based in London, and made his name for work that appeared in style magazines Arena and The Face. He has since had solo shows and published books, and this year saw the first major retrospective of his work, held in Bologna.
He has shot ad campaigns for brands such as Calvin Klein, Marc Jacobs and Louis Vuitton.
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