Puma and ASOS Profile the Crazy Graffiti Rebels of São Paulo

A gritty look at tagging subculture

Headshot of T.L. Stanley

Our outlaws have become fairly mainstream. See: Banksy, Batman's Bane, FX's Sons of Anarchy. But even against that backdrop, this brand-sponsored short film is badass. Featuring a group of guys who could've stepped out of a grime-covered Fernando Meirelles film, the video follows their graffiti exploits in São Paulo, Brazil. The young men in this politically charged tagging crew, part of a movement dubbed Pixacao, dangle off skyscrapers and hang onto moving trains to scrawl their messages around town. The visuals alone are pretty stunning, as is the bravado on display. Kids, don't try this in your 'hood. The Pulse Films short comes from director Ben Newman for Puma and online clothing seller ASOS, which may or may not be featured in the piece. It's absent any obvious brand logos because, honestly, where's the street cred in that?


Production Company: Pulse Films

Director: Ben Newman

Producer: Oliver Roskill

Director of Photography: Steve Annis

Editor: Tom Grove Carter at Family

Postproduction: The Mill

Music: Pure Soho

Track: El-P, "Request Denied"

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.