[SEVENSTORE:2022] ‍ ‍

[ROLE:Creative Strategy·Editorial·Campaign Direction]

NEW BALANCE 2002R Refine The Future Pack

  • Repositioned the 2002R Refined Future as an artefact rather than a sneaker release.

  • Using Lisbon’s ceramic heritage and the philosophy of Wabi-Sabi as a strategic lens, we developed an integrated campaign spanning film, editorial and physical installation.

  • Recognised by New Balance Europe as the strongest UK execution of the launch and delivered 3× average social engagement.

Credits:
Photography - Gavin Richmond, Videography - Percy Dean

Collage of three people engaged in pottery-making activities, set against a decorative tile pattern background.
Three pairs of New Balance sneakers in light blue, dark blue, and pink, displayed on a stone ledge in front of a colorful tile wall.
A woman working on pottery in a studio with a ceramic kiln on the right and a tile mural on the left.
Display of various sneakers and footwear on a beige pedestal in front of a large screen showing a close-up of a sneaker with a large blue 'N' logo.