Puma Social follows the ‘after hours,’ social lives of their athletes. In this latest video short titled “Surfing,” PUMA explores a subtle soapbox social message, decrying the vapid ‘stars’ and programming of reality television. At the same time, the short encourages everyone to live their own lives and seek their own adventures, instead of living vicariously through the proposed role models of television and media.The entire audio sound design was created, representing the frenetic channel changing scenario, completely from scratch. Not only was this required for copyright reasons, as you can't simply lift audio from broadcast channels, it was imperative to the overall creative idea. It meant building each individual part, including voice performances, fx and music. This allowed us to create the perfect tone and cadence to fully compliment the narrative.