New Balance tapped our team to elevate the 990v6 with a story rooted in the shoe’s living legacy across the DMV, Baltimore, and Philly.
SOUNDS OF AN ICON
360 Campaign
A 360° talent-led program that surfaced the I-95 communities powering the cultural life of the New Balance 990v6.
New Balance tapped our team to elevate the 990v6 with a story rooted in the shoe’s living legacy across the DMV, Baltimore, and Philly.
Culture belongs to people, not products. New Balance had to honor the communities that made the 990 matter—no pandering, no museum glass—and reconnect the brand along I-95 in a way that felt earned.
I turned the launch into a meditation on memory: interviews, ambient soundscapes, photos, and audio stories mapped to an interactive experience, then a three-part gallery series with panels and workshops that let each city speak for itself.
I held creative direction end to end; set the narrative frame and copy approach; and curated talent authentically tied to each region. I defined gallery design and run-of-show, worked with our renderer to nail textures and layouts, and kept the experience human. The work reshaped NB’s internal art direction, led to an experiential extension, and, per locals, “felt like respect.”.
Visuals that represent the program and its parts: the editorial content and gallery.
Interactive map that expresses the talents' relationship to the 990v6 via sound and images (View on Hypebeast).
From Philly to DC to Baltimore, take a look at the galleries installed (View on Hypebeast).
