As Creative Project Lead, I directed the full creative and production cycle for New Balance’s “Refined Future Pack,” delivering an integrated campaign that linked the sneaker’s Wabi-Sabi-inspired design ethos to Lisbon’s rich ceramic heritage.

I developed the core concept and treatment, managed a £10K budget, and oversaw casting, location scouting, on-site production, and post. The campaign included:

• A video series, photo editorial, and a ceramic art commission for in-store activation.

• Strategic storytelling that bridged New Balance’s product philosophy with local artistry.

• End-to-end deck creation and creative approvals with key brand stakeholders.

The project achieved triple the average social engagement, reinforcing New Balance’s cultural equity while delivering both visual originality and brand relevance across digital and retail environments.