What went from a simple marketing exercise for us turned into a collection of images and social film cuts that shaped a whole Global key story; with integrated brand and retail focuses on the Grey 574 shoe – in the form of lookbooks, films, events, paid for media, SoMe and DOOH. Many of New Balance’s global agency partners utilised our work to much success with a high profile campaign putting this iconic shoe silhouette back on the map – at all tiers of consumer.