New Balance

Overview

New Balance brought their Run Your Way campaign to life with a landmark launch event at Frameless, London, held in celebration of the London Marathon. I was brought in to capture the entire evening, from the finished build through to the final performance of the night. Frameless provided a spectacular backdrop, with LED and projection mapping spread across multiple rooms, creating an immersive visual experience that pushed the event far beyond anything a traditional brand activation. Capturing that environment was as much a technical challenge as a creative one, shooting in constantly shifting light and large-scale LED and projections to showcase the scale of what had been built. The brief covered everything. The dressed space in full, the hospitality and guest experience, DJ sets from Elkka, The Morning After, Sticky, Dub Naqshbandi and SoundSystem 2-Step Collective, and a headline performance from Loyle Carner, all documented as one continuous story across the evening. The content was designed to reflect the energy and ambition of the Run Your Way campaign itself, bold, community-driven, showing New Balance's heritage and future.

Deliverables

• ▹Evening-long event coverage
• ▹Brand-aligned pacing and tone
• ▹Deliverables optimised for social and venue displays
• ▹Event highlight reel
• ▹Vertical cut-downs for social