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”.
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.