Client: Puma & JD Sports
Agency: High Stakes Films UK
Location: Muralla Roja – Alicante, Spain
See some results on JD Sports’s website and check out the video on the right.
Here is detailed information about the video production in which Camera Crew Spain took part.
When two iconic brands like PUMA and JD Sports come together, the result of a video campaign they make is visually powerful. The product video we took part in creating is no exception. This high-energy, vibrant campaign features more than just world-class sneakers. We are honored to have led its production in Spain.
Let’s dive into the behind-the-scenes story of this ambitious shoot, which brought together talent from across Europe to the iconic La Muralla Roja in Spain.
Cali Dream represents one of PUMA’s freshest takes on contemporary streetwear. With its chunky sole, layered textures, and soft pastel colors, it’s a sneaker designed for dreamers, trendsetters, and anyone seeking something cool and comfortable. Designed to be worn with confidence, the Cali Dream effortlessly blends sporty functionality with lifestyle appeal.
This campaign aimed to highlight the shoe’s versatility—from fashion-forward streets to laid-back rooftops—placing it in a visually captivating environment that resonates with a global audience. We took care of the complete local video production, showcasing Cali Dream not just as a sneaker, but as a symbol of lifestyle and cultural expression
To elevate the campaign, influencers and models from Spain, France, and the UK were brought together. These digital creators embody the vibe of Cali Dream, each showcasing the sneaker’s unique style with their own personality and energy.
This fusion of international talent was key to the campaign’s broader vision, presenting the Cali Dream as a global icon. The choice of location and talent wasn’t random; they were strategically selected to create a look and feel that connects with people from different backgrounds, ages, and places.
The backdrop for the PUMA Cali Dream shoot wasn’t chosen by accident. La Muralla Roja, the iconic housing complex in Calpe, Spain, designed by renowned Spanish architect Ricardo Bofill, is famous for its surreal, geometric beauty and bold colors. It’s a place that feels like it’s from another world, with angular architecture that has made it a favorite location for fashion, editorial, and music video shoots.
Securing this extraordinary location required extensive coordination and expertise. Our experienced location managers and local fixers navigated the complex permit requirements specific to this protected architectural landmark. La Muralla Roja’s unique status as both a residential complex and filming destination demands specialized knowledge of local regulations, resident coordination protocols, and heritage site considerations.
While the final deliverables focused heavily on video, this was a comprehensive hybrid shoot, combining still photography and cinematic video production. The photography team from the UK worked closely with our high-skilled local video production crew, who orchestrated the entire local production, ensuring visual consistency across all creative assets.
Every frame, whether still or moving, was designed to highlight not just the product, but the mood, identity, and lifestyle that Cali Dream represents. This wasn’t simply about showcasing footwear—it was about creating a dreamlike world where the product comes to life and truly shines.
We provided comprehensive production services that exemplify our full-service approach to international campaigns. Our experienced team managed every aspect of the local production, demonstrating the depth of expertise that has made us Spain’s trusted production partner since 2008.
We supplied state-of-the-art camera equipment including professional cinema cameras, specialized lenses optimized for the challenging rooftop environment, and lighting packages designed to work with La Muralla Roja’s unique architectural lighting conditions. Our technical teams configured equipment specifically for the dual video and photography requirements, ensuring seamless transitions between shooting formats.
Our english-speaking production coordinators facilitated smooth collaboration between the UK photography team, international talent, clients and creative agency, and local Spanish crews. This multilingual expertise enabled clear communication throughout the creative process, from initial briefings to final shot approvals.
Beyond technical services, we coordinated comprehensive styling support, makeup artistry, and talent management. Our teams ensured that international models and influencers felt comfortable and confident, managing everything from transportation logistics to catering that accommodated diverse dietary requirements.
Working on the terraces of La Muralla Roja presented unique challenges including limited space for equipment, complex load-in procedures through narrow architectural passages, and weather management for outdoor rooftop filming. Our experienced crews anticipated these challenges and implemented solutions that kept the production on schedule and within budget.
Our teams managed comprehensive safety protocols for rooftop filming, including equipment security measures and talent safety procedures. We coordinated appropriate insurance coverage for filming at this prestigious architectural location, protecting both the production and the property.
This level of comprehensive support allowed the creative teams to focus entirely on their vision, knowing that every logistical detail was being handled by seasoned professionals with deep local knowledge and international production experience.
This campaign was fundamentally about cultural storytelling. PUMA and JD Sports sought to create content that feels like authentic culture rather than traditional advertising. By placing the Cali Dream in such an iconic, architecturally significant location and partnering with influencers who genuinely embody style and movement, the video captures what the brand represents in one memorable visual narrative.
The production demonstrates how thoughtful location selection, international talent coordination, and technical excellence combine to elevate brand messaging beyond product demonstration into lifestyle aspiration.
In addition, we’ve also had the privilege of creating another visually striking video for PUMA and JD Sports, which similarly blends bold storytelling with an iconic Barcelona location and British rapper Tion Wayne, showcasing our continued partnership with these innovative brands.
The successful production at La Muralla Roja provided the foundation for an extensive multi-platform campaign that showcased the true value of professional location filming and technical execution. The high-quality footage and photography captured during our production enabled the creation of over 30 total assets, demonstrating how strategic planning and expert execution amplify creative potential.
The final campaign assets included high-resolution photography optimized for print and digital marketing, multiple video edits tailored for different social platforms including Instagram Stories, TikTok, and YouTube, and specialized content for retail point-of-sale displays. The diverse range of content formats showcased the versatility achieved through our comprehensive production approach at this iconic Spanish location.
Whether you’re planning a product launch, brand campaign, or content series in Spain, Camera Crew Spain provides the comprehensive production expertise and local knowledge that international brands trust. From initial location scouting through final asset delivery, we handle every detail so you can focus on creating exceptional content.
Contact us today to discuss how our proven production capabilities can bring your project to life in Spain’s most spectacular locations.
