“Directed by Supernature, the movie was conceived as a series of vignettes, each inspired by the principles outlined in ‘The Book Of Five Rings’, a famed 17th-century text by the samurai Miyamoto Musashi. In this book, Musashi outlines his philosophy pertaining to his mastery of the martial arts, and how the discipline can be cultivated to achieve success in all areas of life.
Each chapter of the book expresses a different area of philosophy and empahsizes harmony between mind, the body, and the rhythms of action. In particular, there is an emphasis on what Musashi calls “the rhythm of the abstract”.Fashion is an abstraction of the body, and that fashion represents a type of ordering (or disciplining) of the body, similar to the disciplines of martial arts.
In these movies, generative computer animation is used to express an abstract concept of the body and its motion in space and time. 3D motion capture data of martial arts choreography was used to generate a variety of effects and animation, suggesting the presence of a body in motion without literally depicting one.

THE PROJECT – Book of Five Rings was conceived within the online creative Contest Raw Power coordinated by SHOWstudio.com in collaboration with Alexander McQueen PUMA. Young Artists and Filmakers were invited to create and post online a movie reinterpreting various raw footage taken from the shooting of Crane vs Tiger an iconic Alexander McQueen PUMA image created by photographer Nick Knight and Alexander McQueen. Supernature was the winner of the contest and was given the opportunity to create the 2010 sport-fashion movie for Alexander McQueen PUMA Book of Five Rings

BIO – Supernature is a New York City based motion graphic design studio specializing in creative content for clients in the fashion, luxury, art, and design industries.”

Source: PUMA
Twitter: @JmillzRMF

Its a fast growing trend as we see companies taking steps to become more Eco-friendly. PUMA is no different, and as portrayed in this video, they have completely changed their shoe box packaging with aid from Yves Béhar. I actually think this is a very smart idea.

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New Movie 4321, with various actors sporting Puma.

PUMA’s excited for the global release of Universal Pictures’ movie, 4321 on June 4, 2010. Be on the lookout for actors Emma Roberts, Noel Clarke, Tamsin Egerton, and Ophelia Lovibond sporting PUMA on the big screen.
Source: PUMA
Twitter: @JmillzRMF

This video shows Puma collaborate with Artsist Kehinde Wiley. As for those that may not know, The 2010 African Cup of Nations tournament is going on, and this video features some of the key players on some of the teams taking part in the tournament.

Samuel Eto’o arguable the biggest one of them all representing Cameroon, Emmanuel Eboué representing the Ivory Coast, and John Mensah representing Ghana. Artist Kehinde gets his inspiration from the sounds, sights, smells and even the soil of Africa, hence the title. Enjoy!
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