The collaborative campaign for No Faith Studios x Puma, titled Beisser, channels a gritty, high-fashion aesthetic that leans into raw, urban storytelling. Through a series of cinematic editorials and lifestyle shots, the project explores the intersection of movement and stillness, utilizing high-contrast lighting and a muted, cool-toned palette to emphasize texture. Photographer William Arcand captures a sense of lived-in intensity, placing subjects in both athletic and domestic environments that feel paradoxically vulnerable and edgy. The project relies on a distinct, lo-fi visual language, featuring techniques such as analogue film grain and chiaroscuro lighting to elevate the sportswear collection. Set designer Thibault Muñoz contributes to the atmospheric depth, with industrial backdrops and purposeful props—like muddy tread marks on white linens—that ground the models, including Gleb Sazon, in a narrative of performance and decay. Whether the subjects are caught mid-air in high-speed freeze frames or captured in intimate, moody portraits, the imagery maintains a cohesive, rebellious energy. The integration of graphic branding against these textured, cinematic visuals creates a campaign that feels more like a conceptual art editorial than a traditional commercial venture, effectively blending the technical performance associated with Puma with the uncompromising, brutalist design ethos of No Faith Studios.
