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Creating a multichannel regional advertising campaign

New Balance came to us with the idea of producing a targeted “Urban Sport Lifestyle” campaign for the metro areas of DC, Maryland & Virginia, an area locally known as “the DMV”. Dating back to the '80s with their introduction of the 990  (the first running shoe ever priced over $100), New Balance has had a strong and enthusiastic base of urban followers in the DMV. With New Balance planning to plaster the images and videos in Outside-of-Home (OOH) locations in the metro areas of the DMV, including hundreds of billboards, digital displays, and POP in-store displays, it was mission-critical that we accurately represent the essence of the area, its passionate consumers, and their beloved brand.

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