The original script called for a lone naked streaker through a typical (clothed) tennis match. We flipped the streaker trope, focussing attention on the tennis gear while conveying a renegade tone in a more watchable world.

The director developed a fake language for signage and cast a range of diverse international looking actors to make the imagined world unplaceable and obscure. 200 nearly unclothed background extras were wrangled throughout one shoot day, shooting run and gun style with three cameras in Mexico City. The director tiled the crowd rather than CGI. Thong underwear was painted out with flame in post.

Noah and Puma are two brands that come from very different backgrounds. Puma is a global sports icon with many decades of athletic heritage. Noah is a downtown New York menswear favorite whose playful riffs on skate and surf culture and tailoring classics drew fans from Japan to Europe and everywhere in between. The two brands decided to come together to create a multi-year footwear and apparel collection. But for the fashion and culture-savvy audience that loves Noah, collaborations are everywhere — and streetwear had morphed from a subculture to the dominant force in high fashion. This project had to do something different, not just to break through the noise of nonstop sneaker drops and brand collaborations, but to offer something authentic yet surprising, suffused with both brand’s DNA that would delight the Noah fan and imbue Puma with fresh energy. Together, these two brands gave each other permission to bring together two values that don’t often combine - humor and heritage. Puma brought the heritage with decades of legacy in sport, that we channeled through Noah’s irreverent and youthful New York personality. Humor became the way we knew we could break out of the self serious world of sneaker culture, which is often more concerned with looking cool than having fun — the real origin of sport. We decided to flip the script and play the game our own way, in a manner only Noah and Puma could.

The film takes place in a paradigm-shifted world where nudity is the status quo and being clothed is taboo. Set at a tennis match, we see the full — and fully nude — audience, before we cut to a back room where our protagonist outfits himself in full Noah x Puma. The “streaker” runs out onto the field to equal shock and amusement from the crowd of onlookers. As security tries to chase him down, he mocks them by evading their attempts and doing a provocative dance. He runs off the field, narrowly escaping security by ducking into a room and emerging fully nude, as if nothing happened. As he walks onto the stands incognito post-chaos, he asks his friend what he missed, to which his friend responds “just some maniac.”

Noah and Puma were coming together for their first ever collaboration. The goal was to create a unique story and world that melded the DNA of both brands and cut through the nonstop noise of streetwear ‘drop’ culture. The project also had to find a way to thread together the goals of each brand. For Puma, it represented a chance to engage with a young, culturally tapped-in audience, and for Noah, a chance to take its cred in skate and surf scenes and lean into sports culture on a bigger stage. In preparation for the launch of the redesigned Puma Star shoe and adjoining clothing collection, we were tasked with coming up with a 360 degree marketing campaign that defined a world and a story for the collaboration to play in, and that exemplified the intersection of both brands’ DNA.

Casting sessions were held at nude beaches. (That’s a joke, just making sure someone is actually reading this stuff.)

The actor who played the streaker was someone the director had worked with previously. He was a perfect choice because of his overall charm, physical ability and his broken English helped us convey the international and other worldly ambiguity of our story's location.

Peripheral actors were chosen for their unplaceable international looks and will to work practically naked, further conveying obscurity of the naked world's locale.