Start With Essentials

MAKING THE ESSENTIALS ANYTHING BUT BASIC

New Balance Essentials was designed to be the foundation of a wardrobe, but the opportunity was to show how something simple could become distinctly personal through styling, attitude and individuality. Working with my Creative Director at the time, our internal team and an external creative partner, I art directed the campaign from concept through capture. We collaborated closely with the apparel team to build the looks around the Essentials collection, then shaped the visuals through casting, set selection, and styling.

The result elevated a core sweats collection beyond basic apparel, showing how the same essentials could take on entirely different personalities depending on who was wearing them.

Role: Art Direction
Focus: Campaign Creative / Apparel / Casting / Styling / Lifestyle