New Balance
Campaigns | Social Content | EDM Marketing
Ramadan Running Reasons
New Balance’s ‘Every Runner Has A Reason’ campaign aims to dispel any and all myths around what it means to be a runner.
The brief was to take this global campaign and create a local version of it in the Middle East to encourage running, but also to celebrate all the reasons people run during the month of Ramadan, whether by choice or by accident. I along with my Art Director went about this by gathering local insights into typical behaviour patterns of those who observe fasting, looking into situations that would make people “run”. The result was ‘Ramadan Running Reasons’.
‘WE GOT NOW’ Running Campaign
In the Middle East, most people avoid running outdoors during the hot summer months, and it’s the second half of the year when most runners take their running outside. To embrace the cooler weather and kick off the region’s running season, New Balance wanted to launch their first GCC running campaign.
In line with New Balance’s global platform ‘WE GOT NOW’, I along with my Assistant Creative Director conceptualised a film that acts as a call to action to seize the day and make things happen now, while also . New Balance’s first regional film had to resonate closely with the audience by reflecting the evolving daily habits of the pandemic, and capturing the attitude and passion of runners in the region and the considerations they make to fit running into their schedule, even around the more restrictive seasons where running outdoors is not ideal. To capture this in all its authenticity, we needed to show our runner in action across popular tracks in the city.
Featuring the Fresh Foam 1080v11 and the Fresh Foam X Vongo v5, the film celebrates the efforts of runners who always make time for what they love and put in the work despite the roadblocks. The film reflects how this practice of consistently following through with one’s passion is akin to taking control and is an act of self-empowerment. The film’s release also coincided with the launch of New Balance’s first flagship store in the region and Dubai, while promoting the online store in the other markets of the region.
Social Content
327 CityPack – Tokyo Collection
Boston born. Tokyo bound.
A homage to two iconic cities – the vibrant host of the 2020 Olympics, Tokyo, and the birthplace of New Balance, Boston. The 327 CityPack collection. A campaign defined by a slogan I crafted that was used globally to launch the 327 CityPack collection and embodied the distinct personalities of these two metropolises.
EDM Marketing
Regional site – Bold, minimal redesign adding a new Curated section
