A sense of place.
A point of view.
NEW BALANCE · ART DIRECTION
An urban sport lifestyle campaign rooted in Washington, DC, Maryland, and Virginia. Real locations and a tightly directed shoot gave the work its sense of place.
The campaign
in motion
A moving portrait of the places and people behind the campaign.
The brief
Create campaign imagery for out-of-home, in-store displays, and social media, targeted to the DC, Maryland, and Virginia region. The shoot had a limited budget and a fast schedule.
My role
Art Director, with hands-on involvement from pre-production through final selects: location and talent scouting, wardrobe and styling, set styling, shot and outfit lists, call lists, and direction of the photographer and models on set.
The craft
Keeping the visual direction coherent meant making decisions across the whole production, from who and where we photographed to what they wore and how the final images were selected and edited.
The resulting imagery was created for use across outdoor, retail, and social placements.