NEW BALANCE X DTLR EXCLUSIVE 990v6 GELATO INSPIRED BY A FAVORITE SUMMER TREAT
CREATIVE — PRODUCTION — POST PRODUCTION — ACTIVATION
2024
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NEW BALANCE 990v6 GELATO
NEW BALANCE X DLTR 990v6 GELATO IMAGINES A WORLD INSPIRED By A FAVORITE SUMMER TREAT PERFECT FOR THE LITTLEST SNEAKERHEADS.
OVERVIEW
Our latest campaign for the exclusive New Balance x DTLR 990v6 Gelato. We collaborated with to produce and imagine a world inspired by a favorite frozen treat perfect for the littlest sneakerheads.
Swirling with color and melted gelato, we follow the drip to create the iconic New Balance 990 silhouette.
And of course, don’t forget our remix of an iconic summer jingle.
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NEW BALANCE 990v6 GELATO
CREATIVE
Follow the drip.
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NEW BALANCE 990v6
TEASER
Our production had to be planned around Dejounte’s demanding NBA schedule, so we headed to Atlanta and built our set in an old parquet floored gym. Our team scouted the location and obtained necessary permits to film on site at Brady Gym.
The setting provided the perfect backdrop to delve into Dejounte’s past and all that he went through to become the man he is today.
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NEW BALANCE X DEJOUNTE MURRAY
PRODUCTION
A closer look at the process behind our 990v6 Gelato campaign. From 3D modeling and test simulations to final renderings, our team built an entire world unique to the New Balance 990v6 Gelato.
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NEW BALANCE 990v6 GELATO
ACTIVATION
Collaborating with New Balance and DTLR, we hosted a community field day in Atlanta to celebrate the launch of the 990v6 Gelato.
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NEW BALANCE 990v6 GELATO
SCOPE OF WORK
From creative direction through the final product, our team handled it all. This campaign offers an unadorned and genuine perspective of a basketball star, allowing his extraordinary story to take center stage, seamlessly bridging the intersection of sport and culture.
CREATIVE
Concept Development Creative Direction Brand Positioning Brand Strategy Copywriting
PRODUCTION
Project Management Art Direction Photography Video Location Scouting Casting Styling Set Design
