New Balance FuelCell 2019/2020 campaign

Creative direction, branding, production
Advertising, social, digital, event

New Balance approached us to creatively direct the launch of their FuelCell range for 2019. Our starting point was the famous 5th Avenue mile race in New York, 1 mile = 5280 feet.  

We designed the campaign to work with the topography surrounding the race. The natural bumps and hills of Central Park on one side, the strict grid layout system of roads and buildings on the other. 

The overarching direction for the whole campaign is SPEED.