PAM/PUMA BIO/VERSE SS23 — Ft. Thaiboy Digital & Cartoon
For this season’s campaign, Thai-Swedish rap legend Thaiboy Digital and his paramour, Cartoon, venture to North Sumatra, Indonesia, to explore a world of creativity, evolution and change-making with PUMA and P.A.M. Sounds of the Sumatran Rainforest recorded via real-time, remote, cloud-based audio sensors are remixed by Tsuzing and Suda into a ‘Jungle Sonics’ soundtrack used for the film.
New York based artist and cinematographer Alex Gvojic specializes in the interdisciplinary crossing of art, fashion, and music. His work can be seen across international arenas in both the museum and art fair context, with recent exhibitions including The Berlin Biennale, Palais de Tokyo, Frieze London, Stedelijk Museum, and MoMA PS1. Within his breath of multimedia projects, which span from entertainment production to environmental design, each embodies a signature sharpness in both imagery and concept. Often depicting futuristic utopias layered with digital graphics, his work has been described as “hyper reality”, a visual mergence of landscaped fantasy and contemporary imagery.