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Camila
Carrillo
New Balance: For the Lives we Live
Film, OOH, Brand Activation, Social
No two lives look the same, but they all move forward, and New Balance is built to move with them. This repositioning campaign aligns New Balance as the brand consumers can trust for expression and utility, not just one over the other.
OOH
Brand Activation
A free borough-to-borough cobbler pop-up, giving the New Balances that have been with you through everything an extended life.
An exhibition that reframes everyday sneakers as artifacts of work, grit, and motion - worn by real New Yorkers whose stories are projected onto the gallery walls. Guerrilla posters around the city spark curiosity and build buzz ahead of launch.
Social
A social series called "Day in the Real Life," spotlighting everyday people - fishmongers, cab drivers, bodega clerks - celebrating community and the beauty of ordinary routines, as a counterpoint to the overly polished influencer lifestyle.
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