New Balance 725V1
[Concept Project]
Photo and video campaign highlighting the 725V1’s design. The usage of natural motifs points to the shoe’s breathable design as well as physically representing that this iteration is a growth from previous models.
In addition to the digital assets, I created an AR activation for the campaign as a way to continue “bringing freshness to the familiar.” Using SnapAR, users have the ability to scan codes and bring the shoe to life even more.
I extended this campaign further by experimenting with project mapping, masking the videos of the shoe onto New Balance products. I imagine the use case of this projection mapping to live within store displays or installations.
Special thanks to Carrie Chen.