Launching an icon for New Balance and Aime Leon Dore
Campaign
Film
Retelling a classic story
New Balance and Aime Leon Dore’s partnership goes beyond collaboration. It’s a symbiotic relationship delving deep into street culture and community. For their latest collaboration on the New Balance 550 they were looking for a way to launch that had these elements at their core.
Cultural relevance
Working with New Balance and Aime Leon Dore we set about crafting something different, something special, a story of how street basketball across New York districts impacts the street culture and fashion of the city.
It was important for the animated film to be rooted in the streets around the Masaryk community gym, the focus of this collaboration, it was also important that the story that was being narrated was from that community.
We chose to hand illustrate and cell frame the animation, a reflection of the authenticity of the story and quality of the product range.
A story well told
The 550 collab sold out, connected with the community and continued to reinforce that Aime Leon Dore only produce quality whether it is in their clothing, their collaborations, their marketing or in their commitment to the NYC community.
