DIRECTOR'S PITCH

PUMA X TATE
Concept 01

THE ROOFTOP MUSEUM

Concept
DANCE-OFF

The concept for this 45-second video for

Instagram, celebrating Puma & Tate Modern's
joint venture, is to showcase both the Puma
shoes and the venue, via abstract choreography
captured on the Blavatnik building's rooftop.
The dance will incorporate fight-like routines,
thus highlighting the versatility &
sportsmanship of Puma shoes through an elegant,
albeit athletic video.
 02

The
Choreog
MAM's director pitch

raphy
Team
Attire proposal for the Boys' group. An
outfit to allow freedom of movement, to look
sporty and martial at the same time.
THE FIGHTING DANCE 03

More than
just a dance

The Choreography will be

provided by the same team
which does Rosalia's
videos. It will mix
elements of abstract dance
with Capoeira-like

MAM's director pitch

movements. The resulting
dance routine will be
thrilling, classy, and with
a tid of urban attitude.
Two mixed genre groups -
the Girls in white, the
Boys in flamboyant orange
and black, will dance-fight
each other.
MAM's director pitch
04

HIM

HER
 05
MINIMALIST
VS.FLASHY
PUMA'S

The Boys will be

wearing flamboyant
Puma shoes, whereas
the Girls will opt
for simpler, slicker,
white Puma's.
EDITING:THE SPLIT SCREEN 06

MAM's director pitch

More than
just a trend, the split
screen technique will allow
us to further explore the
confrontational nature of
the dance. While using Split
Screens, we will also
alternate between saturated
colours and high contrast
black and white
MAKE-UP

Simple, elegant, natural.

A touch of brassiness and
audacity will be enhanced
with the use of tattoos,
piercings, rings, whereas
the rest stays simple
 CASTING: THE
TWO GROUPS,
BOYS & GIRLS

For the sake of diversity,

which is one of the values
both Puma and the Tate Modern
museum share in common, the
cast will consist of mainly
MENA boys, and White, Asian &
Black girls. They will have to
be able to perfom complex
dance routines, hence
professionals will be
preferred.
09
10
CAMERA
Arri Mini & Cooke S4
lenses or RED, with a

Camera &
Gimbal/ Ronin/ Steadicam

Visual
MOVEMENT
Floating camera,

Filming following the dance

confrontation and the

Style
characters body moves.

CAMERA BLOCKING
Camera blocking is
paramount in this video,
hence rehearsals are a
must.
 11

Visually, the
colour palette
which will be
predilect in the
MAM's director pitch

video consists of
flamboyant orange
and peach and black
for the guys, white
and peach for the
girls.
The picture in picture
technique will complement the
split screens as the main
editing tricks. The pace of
the edit will be alert,
dynamic, thrilling, with
moments of slow motion and
tension build-up.
VFX: For the studio shots,
we will be able to add some
dust particles in Post,
which not only will enhance
the idea of 'desert', but
will also add an extra
layer of epicness and
visual dynamics to the
video.
SPORTY OUTWEAR: Puma
running shoes, Camo
trousers, yellow, white,
and orange hoodie. A hint
of black through
accesories. The performers
have to be able to move
freely. Urban backpacks or
Man bags could be a nice
addition.
MAM's director pitch

15

ns
The
Locatio
In addition to the
aforementioned Blavatnik
Building Rooftop, part of
the Tate Modern museum, we
will also shoot in a
studio. The group pictures
will be filmed against
neutral backdrops, and
limbos printed in sky
colours, combined with
dessert-red.
Tha
nk
You