New Balance

Creative direction for New Balance’s Fuelcell 2020 campaign.

We were commissioned by StudioMM to develop the creative direction for New Balance’s Fuelcell 2020 launch campaign. We created a cross platform campaign that emphasised speed and energy return. Alongside a marketing campaign we created a suite of materials, encompassing multiple shoe designs from within the Fuelcell collection, to be used as digital assets throughout the year. Animation studio Lumiere brought the campaign to life with a dynamic 15 second ident, emphasising Fuelcell’s shoes ‘electric pace’.