New Balance 725V1
[Art Direction, Digital]
Concept Project
Brief
Concept a photo and video campaign for the New Balance 725V1 that highlighted the shoe's design and brought its key features to life in a visually compelling way.
Execution
Life to the Familiar — a campaign built around the idea that the 725V1 is an evolution. Plant life motifs serve as the visual language, nodding to the shoe's breathable design while physically representing growth from its previous model. The concept extends beyond photo and video into (proposed) experiential territory: AR pop-up activations that bring the shoe to an outsized, larger-than-life scale, and projection mapping installations for more immersive in-store visual merchandising
Special thanks to Carrie Chen.