Across seven different campaigns and seasonal collection launches, I assisted in crafting copy for a myriad of New Balance marketing initiatives when working at Constant. Inspired by the craft, detailing and motifs of the shoe, visual narratives were crafted with influencers and your everyday sneakerheads to help showcase the diverse communities in tune with the brand.
Whilst every campaign strongly differed from the last, my role always included packaging content to be used in a variety of global markets and crafting the copy that was to be featured on social media and in-stores. A content hub was also launched to showcase the New Balance stories collected over time.
The meeting of two exceptional minds generates power in luminosity.
We journey with contemporary artist Patrick Martinez from LA to Hong Kong as he meets the legendary, Mr Lau. Having mastered his craft over 50 years, Mr Lau is one of a few true neon craftsmen left in Asia. A story where East meets Wests, culture is exchanged and a traditionalist paves a path of light for the contemporary; a story equal to the evolution of the New Balance 580 model, making a statement in light with GID outsoles and reflective contour lines.
Design by Yaki Man | Directed by Tom Gould | Photography by Laurent Segretier