PUMA Fishtail Rides
PUMA Middle East approached M&B to create a brand name, identity, film and soundtrack to launch a new fixed gear community in Dubai. In a young city, disparate and sparse, a city ruled by cars and taxis, there is little connection to the streets. Fishtail Rides has been born out of this feeling and a need to reconnect with the streets of Dubai again. It's not a race, or a fancy fitness group, it's as complicated as people + fixies = good times.
Scope of work: Brand / Naming / Identity / Film / Photography / Print / Art Direction / Music