Quan Pham

Design + Art Direction.
Currently at Harper + Scott. 
Previously at Warner Bros, Nike,
Wasserman, & dottob.

Work
Converse
Wild Blue
New Balance 725V1
DC Comics
Room to Grow
Q&A
Eric Payne

More
Gallery
About

New Balance 725V1

[Personal Project]The campaign goal was to highlight the 725V1’s design—particularly its mesh for breathable comfort—and how it is a growth from previous 2000s running aesthetics. The approach echoes the sneakers elevated look, while taking inspiration from New Balance’s current branding. The grounding logline is: BRINGING FRESHNESS TO THE FAMILIAR.

Student project.

Tools used: Cinema4D, Reality Capture, Photoshop, After Effects.

Process

Research -> Product Highlights -> Moodboarding -> Art Direction
I started by researching the product to have an understanding of the shoe’s key highlights. Drawing inspiritation from the fact that the shoe is a growth from previous models, I developed a moodboard and grounding principle for the campaign. From there, I 3D scanned the shoes, optimized the models and brought them into Cinema4D to create the designs and compositions.

---

AR Brand Activation

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.

---

Projection Mapping

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.