Client
New Balance
My Role
Art Direction, Design Direction, Artist
Concepted and art directed campaign development from strategy to global launch, including photography direction, visual language development, copywriting, campaign toolkit and brand guidelines creation, and rollout across agencies.
Agency
Arnold
TL;DR
New Balance came to us to reimagine their global women’s line of apparel and footwear. They had solid product in need of a story and a strong pov. What we produced was a bold, no-bullshit attitude that refused to sugarcoat the struggle. No fitness clichés, just real respect for the grit, strength, and resilience women bring to everything they do.
We created a hybrid lifestyle-meets-sport photography style, layered with dirt-made textures, dynamic product shots, and cheeky, unfiltered copy. The work flexed across channels and in-store, giving the brand a strong visual and verbal language to roll out globally, supported by our anthemic lookbook and campaign guidelines.
We gave New Balance Women a bold new look, rooted in grit, strength, and no-bullshit energy.
