As the Creative Director of New Balance’s Agency of Record, I worked on and oversaw the creative development of everything ranging from a complete relaunch of their site to video production to digital ads. These are a few of my favorite highlights from that time.
New Balance is the only athletic shoe company that still makes shoes in America. With the great recession in 2008, they decided it might be a good time to let people know that fact. We were asked to tell the story in a way that would resonate at a time when “Made in America” wasn’t all that relevant. Page takeovers, print and digital ads pushed to the video during the most patriotic times of the year–Flag Day and July 4th–to let people know that New Balance was doing its part to Keep America Running.
New Balance has always been a runner’s shoe. To bring that to life, we repurposed b-reel footage from other shoots and reworked the Marine Corps Rifleman’s Prayer to give runner’s their own creed.
We wanted to identify with runner’s by giving them a sense of the peace they get from their runs.
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