Goodam founder Mohammed Hammad directed, edited and composed the music on this campaign when hired by creative agency HRMNY and production house Nebras for puma’s very first Saudi-produced campaign.

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This was a special one where the agency, production house and client had complete trust in each other, understanding the product and local market they were targeting. The agency HRMNY, owned by Saudi and DXB hip-hop staples Jeed, AY the producer and Moh Flow, really understood the local scene and street style, which is why Puma picked them to do the styling besides the creative direction of the job.

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We tapped into real life kids from the local fashion and art scene for some real looking characters. A last minute job with a tight turn-around, that created a synergy between the teams, maneuvering around production methods to create something special out of a small crew.

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The client was so pleased by the outcome of this piece that it ended up reaching puma’s international channels after a successful local launch.