The Jerseys
The story begins with the client’s ambition to become a part of Dubai’s street cricket community- not by claiming ownership of the sport as a brand, but by empowering the community to own the city itself. "Play the City" is a rallying call for street cricketers to keep doing what they do best: play, no matter the circumstances. The jerseys were the first step in making them stand out in Dubai’s concrete jungle, giving them visibility and pride in their game.
The Activation: Claim the pitch - Google maps
Every team has its own pitch, a space they proudly claim as their own. In Dubai, these places are often empty lots destined to become buildings, parking areas, or tucked-away corners and alleys. For these cricketers, these spaces are more than just patches of land; they are their pitches, their gathering places to play and connect.
Puma wanted to celebrate this pride and make these spots truly theirs by marking them on the map. With the help of Google Maps, these locations are no longer just empty lots in the middle of Dubai; they became "The Dubai Commandos Ground" or "United Pro XI's Ground." Even if a skyscraper rises there tomorrow, these grounds will always belong to the players who claimed them first.
The Documentary: Play the City- Dubai
In this two-episode series, we follow two passionate cricketers, Saheer and Jaseem, residents of Dubai who share a deep love for the sport. They stand out as leaders in their community, organizing matches and tournaments while navigating the many challenges of playing in the city.
From grounds that fall short of expectations, police interference, and neighbor complaints, to absent players, on-field disputes, and even family struggles—their journey is anything but easy. Yet, the greatest challenge of all remains: not having a pitch to play on.
We spent a day with these two cricketers as they organized a tournament, capturing their determination and the spirit of their community. What they gave us is a story worth telling—a story about Playing Dubai.
Episode 1 - The players
Episode 2 - The Passion
CCO: Ryan Reed
ECD: Sandy McIntosh
Creative directors: Camila Venegas, Silvia Carreno Vera
Creative directors: Camila Venegas, Silvia Carreno Vera
Special thanks to Tomorrow FIlms and Antonio Sabatella
Director and DOP: Toby Plummer
Photography: Katarina Preforms
Director and DOP: Toby Plummer
Photography: Katarina Preforms
Client: Puma
Ricardo Amaral
Ricardo Amaral
Thanks!