Puma/Ryan McGinley Film Exclusive

Puma were looking for a unique means and method to celebrate the launch of its Urban Mobility Edition Bag. They found it. McGinley, recently anointed as Young Photographer of the Year by the International Centre of Photography in New York after shows at the Whitney and P.S.I/Moma, produced a video featuring the Urban Mobility Edition Bag, the 8-speed Puma Urban Mobility Bike and nothing much else but a couple of lithe young nudies. McGinley has them loving and larking in the sylvan splendour of Woodstock in upstate New York. What’s not to like?

The short film – and we couldn’t resist letting you have a sneak peak too – is hopelessly romantic; summoning up an age when youth meant open air and freedom of movement not suffocation in too much stuff and cynicism.

Puma and the Serpentine promise for more output from McGinley later in the year. We’re already over-excited.