# Reality-Defying Videos Watch the Alexander McQueen PUMA 2010 'The Book of Five Rings' Video By Zoe Badley | Published 2010-06-11 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/book-of-five-rings-video References: [youtube](http://www.youtube.com/watch?v=wkCR0-qPA48&feature=related) & [highsnobiety](http://www.highsnobiety.com/news/2010/05/25/alexander-mcqueen-x-puma-springsummer-2010-the-book-of-five-rings-videos/) It's incredible how idolized and influential the late Alexander McQueen has become in such a short time. Late last year [Puma and Alexander McQueen](https://www.trendhunter.com/trends/balenciaga-x-puma) teamed up with SHOWstudio to organize a competition for [young film makers](https://www.trendhunter.com/trends/the-tiger) to create the new 'Book of Five Rings' video for the spring/summer 2010 collection. The winning film maker Sean Capone has created [5 short films](https://www.trendhunter.com/trends/iconic-tabi-footwear) that's finally hit the web. Following 'The Book of Five Rings' theme the videos have a classic McQueen feel with skulls, trippy visuals and a 3-D appearance. Be sure to check out the video for the full affect of the collaboration. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 67% | Activity: 95% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Reality-defying Videos:** Disruptive innovation opportunity: Create immersive and visually stunning videos that challenge the viewer's perception of reality. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunity: Incorporate virtual reality and augmented reality technology to enhance the fashion shopping experience. - **Film:** Disruptive innovation opportunity: Utilize advanced visual effects and 3D technology to create captivating and mind-bending films. - **Sports:** Disruptive innovation opportunity: Combine sports apparel and technology to create interactive and immersive experiences for athletes and fans. ## Related on Trend Hunter - [New Year-Inspired Fashion Collections](https://www.trendhunter.com/trends/2025-lunar-new-year-campaign.md) - [Holiday-Inspired Evening Wear Campaigns](https://www.trendhunter.com/trends/mcqueen-holiday-2025.md) - [Soft Visual Delicate Sneakers](https://www.trendhunter.com/trends/flexion-sneaker.md) - [Graphic Fashion Animation Campaigns](https://www.trendhunter.com/trends/superflat-animation.md) - [Inflatable Dome Fashion Shows](https://www.trendhunter.com/trends/inflatable-dome-fashion-show.md) - [Cinematic Fashion Films](https://www.trendhunter.com/trends/the-tiger.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md) - [Luxurious Holiday Gift Collections](https://www.trendhunter.com/trends/mcqueen-holiday-2024.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/luxury-fashion-film.md)