New Balance wanted to generate buzz for their new Fresh Foam Cruz Nubuck shoe. Instead of spotting trends at New York Fashion Week, we pitched the idea to spot exceptions. "Exception Spotting" helped New Balance better define their new global tagline "Fearlessly independent since 1906." After provoking attention in New York, the brand took the party to Madrid and Stockholm. 🤘
Created in partnership with Flavio Vidigal, while freelancing at VML, New York.
“New Balance is Watching You.” —Fast Company
With Flavio Vidigal, Rachel Cuyler, Meredith Kinee, Silmo Bonomi, and Fabio Seidl.