Working closely with the New Balance Kids’ regional team, we helped on a range of photoshooting activities, including casting, props design, storyboard creation, talent management and photo retouching. Each activity involved articulating and reinterpreting the brand strategy and core message so that they would engage with Asian customers whilst remaining true to the brand’s fundamentals.
As the brand positioning focuses on bringing out the active side of kids, the photoshoot features a group of children having fun under the theme of outdoor activity. This set of photographs would then serve as a core communication element for a host of product launches and in the region.
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