Two Wxy Campaign

BUILDING A VISUAL SYSTEM AROUND PERFORMANCE BASKETBALL

TWOWXY was built for players who impact the game in every direction. The opportunity was to translate that energy into a visual system that could flex across athletes, colorways and social formats while keeping the product at the center. Using graphic elements pulled from the shoe's distinctive design language, we created a system that connected product photography with in-game imagery of New Balance athletes including Dejounte Murray and Darius Bazley. Color, pattern and movement shifted with each colorway while maintaining a consistent campaign identity.

The result gave TWOWXY a recognizable visual language designed to move with the product throughout the basketball season.

Role: Art Direction / Campaign Creative
Focus: Basketball / Product Storytelling / Social