Celebrating the #NB110 anniversary, New Balance releases a Designer Video Series that takes the viewer on a journey through the different disciplines and philosophies of its lifestyle category – from the classic Made in U.S.A. products to the latest innovations coming from the Tokyo Design Studio.
Shot in Boston and Tokyo, the series gives a voice to the designers themselves as we hear them reflect on daily events and experiences that inspire them to constantly #reinvent – the common theme running through is the desire to keep pushing forward while staying true to the proud heritage of the New Balance brand.
For the designer series, I was in charge of overseeing production in Tokyo. Being very familiar with that city, I was in charge of location scouting, securing permission to shoot wherever we went, finding a local translator and defining the rundown of each interview.
Once the video were ready for release, I was in charge of writing the press release and sending it out to various websites that were part of our seeding list. These included Hypebeast, Obscura Magazine, Highsnobiety etc.