Client: Puma & JD Sports
Agency: Highstakes Films UK
Location: Muralla Roja Alicante, Spain
See some results on our clients website of JD Sports 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 honoured to have participated in its filming.
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 is one of PUMA’s freshest takes on contemporary streetwear. With its chunky sole, layered textures, and soft pastel colors, it’s a sneaker that’s perfect for dreamers, trendsetters, and anyone looking for something cool and comfy. 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 – and place it in a visually captivating environment that resonates with a global audience. Camera Crew Spain contributed to the video production, showcasing Cali Dream not just as a sneaker, but as a symbol of lifestyle.
Video Production with International Talents
To elevate the campaign, influencers and models from Spain, France, and the UK were brought in. These digital creators reflect the vibe of Cali Dream, each showing off 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 chosen 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. Its angular architecture has made it a favorite location for fashion, editorial, and music video shoots.
This particular rooftop, which overlooks the beautiful Mediterranean Sea, has been previously featured in music videos by Spanish pop sensation Aitana and other world-class international artists. For the PUMA JD Sports campaign, the vivid pinks, reds, and blues of La Muralla Roja provided the perfect contrast to the sleek, stylish Cali Dream sneakers.
The models moved effortlessly through the labyrinth-like terraces, framed by sharp shadows and the warm Mediterranean sun. The result was a product video that not only sells shoes – it sells a feeling. The dreamy yet energetic ambiance perfectly matched the spirit of the Cali Dream sneaker.
While the final deliverables focused heavily on video, this was a hybrid shoot, combining still photography and cinematic video. The photography team was from the UK, working closely with the Camera Crew Spain team, who organized the entire local shoot, ensuring visual consistency across all assets.
Every frame, whether still or moving, was designed to highlight the product as well as the mood, identity, and lifestyle that Cali Dream represents. It wasn’t just about showcasing the shoe – it was about creating a dreamlike world where the product comes to life and truly shines.
From wardrobe styling and makeup to camera logistics and location management, Camera Crew Spain handled every aspect of the local production. Our team organized the shoot from the ground up, ensuring a smooth workflow that allowed the creative teams to focus on what they do best.
We also provided all photography equipment and video gear, tailored to the specific needs of both the video and photo teams. Working on the rooftops of La Muralla Roja presented unique challenges in terms of space, lighting, and weather. However, with precision planning and deep local knowledge, we ensured the production ran flawlessly.
This campaign was all about telling a story. PUMA and JD Sports wanted to create something that feels like culture. By putting the Cali Dream in such a cool, iconic spot and teaming it up with influencers who really live style and movement, the video shows what the brand is all about in one memorable shot.
Our team was proud to be part of the creation of the PUMA JD Sports Cali Dream video. It’s a perfect example of how storytelling, creative production, cultural resonance, and bold visuals come together to elevate a brand. With young girls at the center, a rooftop filled with light and life, and sneakers that are made to move, this campaign is beautiful and inspiring. It proves that when the right people meet the right place, and the right energy flows through the lens, magic happens.
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 location in Barcelona and a British rapper Tion Wayne.
To celebrate the successful collaboration, we had a great night out at a small local bar and discotheque after the shoot. Good vibes, great conversations, and shared laughter made for the perfect way to wrap up an amazing project. It’s all about creating memories together and making sure everyone leaves with a smile. It is important that everyone enjoys coming to our country and feels welcome.
We’re here to help!
If you want to shoot in Spain, we’ll take care of everything and make sure you feel right at home. Need a different location? We’ve got that covered too. Contact us and let’s start planning an awesome video together!
