Shot on the fly in Paris, Marseille, and Madrid, the campaign for Puma carries the energy of its subjects; a Parisian dance crew, a Marseille rapper, and footballer Memphis Depay, tugging at James's artistic roots in sport and music photography.

Working completely solo, the images have a raw, unpolished feel. In some ways, no one else around gave James the space to play, creating images that are at once documentarian and unexpected.