PUMA Fishtail Rides Limited Edition Book

PUMA Middle East approached M&B to design and create a hard-bound coffee table book documenting the Fishtail Rides brand campaign. 

The book showcases the journey from initial brand identity creation, the never before seen behind the scenes making of the launch film and soundtrack that kicked off the monthly themed rides. Each chapter is dedicated to one of the unique single speed rides that introduced people to the sights, sounds and smells of the streets. From the Skydive Dubai airstrip, cultural Bastakiya, riding Jumeirah with the Dosnoventa crew, Safa Park and DOSC, the rides encouraged cyclists to reconnect with the streets and ride a different side of their city.   

In between chapters is the PUMA Select 2014 photoshoot creatively directed by M&B to showcase the PUMA Select collection.

Scope of work: Book Design, Photography, Creative Direction