Alexander McQueen X PUMA – Spring/Summer 2010 – “The Book Of Five Rings” | Video
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In pushing the limits of creative boundary, Alexander McQueen,
PUMA decided to administer a little new blood into its
Spring/Summer 2010 campaign. As for how to scour the
new talent who will undertake this crucial project, the
duo partnered up with SHOWstudio through its Raw
Power competition, and invited talents and viewers
worldwide to create a video short by splicing their
own images and material with footage from Nick Knight’s
“Crane v.s. Tiger” shoot for Alexander McQueen and PUMA’s
Spring/Summer 2010 campaign. The winning artist,
Sean Capone, scored a special commission to direct
the Alexander McQueen x PUMA Spring/Summer
2010 art movie, and it has been named
“The Book of Five Rings”.
PUMA decided to administer a little new blood into its
Spring/Summer 2010 campaign. As for how to scour the
new talent who will undertake this crucial project, the
duo partnered up with SHOWstudio through its Raw
Power competition, and invited talents and viewers
worldwide to create a video short by splicing their
own images and material with footage from Nick Knight’s
“Crane v.s. Tiger” shoot for Alexander McQueen and PUMA’s
Spring/Summer 2010 campaign. The winning artist,
Sean Capone, scored a special commission to direct
the Alexander McQueen x PUMA Spring/Summer
2010 art movie, and it has been named
“The Book of Five Rings”.
Capone drew his inspiration from a 17th century
Japanese classic, “The Book of Five Rings”, which
is a story about a legendary samurai named
Miyamoto Musashi and his philosophy about both
the battlefield and life. Capone has successfully
choreographed his images into an elegant and
spell-binding visual medley that orchestrates a
symphony of shape-shifting rhythm, fashion, movement
and flow. There are five videos in total, each
representing an element in the world– earth,
wind, fire, water and emptiness– and do check
them out here.
Japanese classic, “The Book of Five Rings”, which
is a story about a legendary samurai named
Miyamoto Musashi and his philosophy about both
the battlefield and life. Capone has successfully
choreographed his images into an elegant and
spell-binding visual medley that orchestrates a
symphony of shape-shifting rhythm, fashion, movement
and flow. There are five videos in total, each
representing an element in the world– earth,
wind, fire, water and emptiness– and do check
them out here.
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