Project: New Balance X Limited Edition Vault 577, Launch At Marina Bay Sands
Role: Creative Direction & Key Promotional Art
Brand: New Balance
Production Credits: Kash Daud (Animation / Video / After-Effects)
New Balance commissioned me to creative direct & craft key brand activation visuals + produce a video for this exciting project. As the New Balance M577BST was part of the brand’s “Made In England” series, the concept was to evoke the ‘military’ / ‘technical’ aspect of the shoe by having it ‘airlifted’ via helicopters into the store in Marina Bay Sands Singapore. This narrative was consistent throughout the other retail locations, sneaker release teaser video and all associated project visuals. Being an avid sneaker collector, this project was a dream come true.
