The New Balance Fresh Foam world campaign is on! For the first time in it’s history, the brand has used a 100% CGI-based concept. Lightfarm was specially invited by VML NY to create the film and the campaign images. This new line of products has as its main concept the sensation of comfort and smoothness. Real sneakers were scanned as a visual reference to keep the fidelity with the products and even a marshmallow was scanned to compose the textures of the 3D Fresh Foam simulated universe.
"The entire Lightfarm team was flawless, not only for delivering a solid final job, but also during all the development, always bringing innovative concepts and provocative ideas, they raised the bar and exceeded our expectations. All the VML NY team really liked them!", Gabriel Jardim, Associate Creative Director and Head of Art da VML New York.