NEW BALANCE
We inherited the tagline "Always in Beta" as a very rational and technical term. But we knew that to compete with Nike and Adidas on a brand level, we had to make it emotional.
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Of course we couldn't lose the technical side. But as this pre-roll ad shows, we did that in a more interesting way too. |
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Breakdown: Though it was sometimes frustrating having to deliver ideas that worked globally with little and sometimes no translation, the challenge was rewarding. Having to distill every concept to its simplest form not only led to some great ideas, it made me a better creative.
