“The only way to push forward is to risk something important.” After catching a glimpse of the trailer a few weeks ago,
Great to meet you. Can you introduce yourself for our readers?
My name is Ben Newman, I’m a film director from London.
What was the concept behind the film?
The concept was to poetically and cinematically highlight an emerging subculture called Pixação – a graffiti art form found in Sao Paulo, Brazil. I wanted to show people the lengths Pixadores (the artists) go to, to be heard. It’s something that has been around for a while really — young people ignored by society, finding ways to give themselves a voice. In this case the voice is heard at the top of skyscrapers… where you can’t escape it… it’s genius.
What was it like shooting on location in Brazil?
Brazil is a stunning place to shoot. The people are amazing and the general geography is mind-blowing. It’s one of the most culturally diverse places I’ve ever been. So many realities in one big melting pot.
Did you encounter any difficulties when filming?
We spent a lot of our time in the favelas, researching and meeting with the artists. On a couple of occasions we had to be rushed out — shootings, killings and violent disputes are an hourly thing there. One second everyone is out, happy faces, incredible color and energy — the next, the place is deserted and a sense of danger washes over you. It’s a volatile place to work, even more so to live.
How does the video embody PUMA and ASOS?
I think after being with both brands internally and having spent time with their creative departments there is a common understanding and excitement with the blind faith and committed direction young people are living their lives. The film shows a very raw version of this but hopefully lets people know, these guys are going to keep pushing things forward with or without acceptance. It’s bold. It’s a great time for young people to realize their ideas in front of a global audience… and that’s exactly what we’ve done with Os Pixadores…