New Balance approached BMB to create an intergrated campaign across TV, Social and Print for the UK and USA. You are your toughest opponent was around athletes battling their inner demons stopping them achieving their sporting goals. I was tasked with creating the design look and feel for the campaign across digital platforms. The art direction and look was based on internal conflict: dark versus light, split type and moody studio photography. I also designed a campaign content hub to live on the existing New Balance website.