365 days in balance


Mother New York has launched a campaign for New Balance trainers where each day for 365 days new 20 seconds long film will be released. The films are made around the theme of “balance” and have been shot by Swedish director Jesper Koothoofd.

Jasper shot the first 88 films in eight days in Stockholm earlier this year. This is what he had to say about the New Balance 365 campaign: “The Mother team and New Balance came to our Stockholm studio and together, we hand-built each of the 88 set designs and various props with laser-cutters, vinyl-cutters, wood working machines, spray paint and sewing machines,” he says. “We painted the entire studio grey so that we could shoot in all directions and with three camera and multiple sets, we managed to shoot about eight films a day with a combination of time-lapse, stop motion, high-speed and traditional shooting techniques.”

I haven’t been so excited since the launch of Aleksandr Orlov and Compare The Meerkat campaign! All the goodies here.


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