COMMERCIAL WORK

New Balance X Foot Locker S125 1000 Campaign - New Balance Athletics, Inc.
MATTE Projects

Shortlist

Title of Piece:	New Balance X Foot Locker S125 1000 Campaign
Client/Brand:	New Balance Athletics, Inc.
Production Company:	MATTE Projects
Director(s):	Pat Dierker & Ariel Panigel
Producer(s):	Spencer Thompson, Seana Bruff, Nicole Pritchett
Agency:	MATTE Projects
DoP:	Spencer Thompson
Director of Photography:	Chiao Chen
Editor:	Chiao Chen
Creative Director:	Pat Dierker
Instagram Tag:	@matteprojects
Short Synopsis:	New Balance launched two new colorways of the 1000 model, available exclusively at Foot Locker, with a global campaign featuring Eladio Carrión and Darkoo. The campaign, set in Miami, highlights the New Balance 1000's innovative design, which merges Y2K aesthetics with modern sneaker trends. The campaign, starring Carrión and Darkoo, celebrates the 1000's distinct identity while reflecting New Balance’s blend of sport and culture. Both artists, with diverse backgrounds in music and fashion, bring their individual style and influence to the campaign, continuing to expand their global reach. The campaign’s reach was vast, with all photo and video assets going live across three major regions—NA, EMEA, and APAC—spanning 42 countries. These assets were prominently featured in over 800 Foot Locker stores, ensuring the New Balance 1000 campaign resonated globally. Our visual merchandising assets were seamlessly integrated into the store builds, with our art direction guiding the final in-store experience. This cohesive strategy not only elevated the brand presence but also drove consumer engagement across multiple touchpoints, reinforcing the campaign’s impact.
Extra Credit 1:	Art Director: Conner Needham
Extra Credit 2:	Director of Post-Production: Mike Czeizinger
Extra Credit 3:	Post-Production Manager: Caro Fortuna
Extra Credit 4:	Art Director: Tori Arcuri