Tokyo to Boston
New Balance
This summer, prepare to be enchanted by New Balance's latest offering: the exquisite CityPack collection. This release is a dual celebration, paying homage to two iconic cities that left their mark on 2020 - the vibrant host of the 2020 Olympics, Tokyo, and the cherished birthplace of New Balance, Boston. Immerse yourself in a diverse array of products, each thoughtfully adorned with nods to Tokyo and Boston within the very fabric.
Our approach to this collection goes beyond the surface, capturing the very essence of these two remarkable cities. By skillfully spotlighting the neon kaleidoscope of Tokyo's enchanting streets and the rhythmic dance of traffic lights that define Boston's bustling avenues, we've artfully woven the mood and palette of each metropolis into our designs. Prepare to embark on a visual journey that not only embodies these cities, but also pays a stylish tribute to their distinct personalities.
Art directed this campaign at Cheil MEA.
Key visuals
Social Media Posts
Campaign went live online and in stores
