Dejounte Murray Welcome

WELCOMING A NEW ERA OF NEW BALANCE BASKETBALL

When Dejounte Murray joined New Balance, the opportunity was to introduce him in a way that felt rooted in both the athlete and the growing identity of New Balance Basketball. The creative direction focused on building a confident, stripped-back visual world around Dejounte; using portraiture, product and attitude to create an introduction that felt authentic to him while establishing his place within the brand’s expanding basketball roster.

Working across creative, marketing and production, I helped shape the visual direction from concept through execution, partnering with Rec League on photography capture and video production to create a flexible set of assets designed to introduce Dejounte across brand and digital channels.

Role: Art Direction
Production & Creative Partner: Rec League
Focus: Athlete Storytelling / Basketball / Campaign Creative / Photography