New Balance
Art Direction, Design
Project Summary
Our team was challenged with creating a footwear campaign for a brand of our choice. We selected New Balance for their iconic and classic ad style, as well as their recent push into Gen-Z streetwear and fashion.
Building on their well-known tagline from the 990s campaign, "Worn by supermodels in London and Dads in Ohio," we crafted a fresh tagline: "One for All." This new direction emphasizes how one shoe can complement every (life)style, showcasing its universal appeal.
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Takeaways
This project was one of the most fun shoots I've been a part of, thanks to the chill casting process. We really wanted authenticity, so we opened the casting call to everyone who wanted to join, resulting in a diverse range of personalities and styles that truly reflected the campaign’s spirit. Despite being a busy set, the team excelled in collaborating effectively, dividing tasks for photos, video, and design to ensure consistency across all deliverables.
