NEW BALANCE
'NATIVE DYNAMICS'

[YEAR]
[CLIENT]
[DISCPLINES]

2023
New Balance, Hype DC
Motion Design (2D/3D), Graphic Design, AR, Photogrammetry

Paid Media AU Results — 9,188,636 impressions and 36,008 clicks
Organic AU Results — All video content in the top 1% of all reels across from @hypedc IG with an av. watch time of 4 secs

[Brief]

Throughout 2023, Hype DC is celebrating our 25th anniversary through storytelling that focuses on heritage, nostalgia, innovation and the future. 

To support this, Hype DC is partnering with New Balance to launch an exclusive SMU of the popular 2002R sneaker. Arriving in-store and online this October, with a huge 3,000 units to support the launch, we need to drive hype and excitement pre and post launch.

We want to use this incredible opportunity to further cement Hype DC as the home of New Balance, create excitement and conversation, hone in our brand DNA of premium, limited, exclusive and our quest to be Australasia’s sneaker authenticator.

[KEY MESSAGING]

Legacy

Impact

Craft

Curation

[CONSUMER
MINDSET]

Sneaker Head

Fashion Aspirant

Hype Beast

Credits

CREATIVE AGENCY
ART DIRECTION
GRAPHIC
2D/3D ANIMATION
PHOTOGRAMMETRY
COPYWRITING
GRAPHIC DESIGN
TYPOGRAPHY
PHOTOGRAPHY
VIDEOGRAPHY

The Agency, Accent Group
Lucy Jane Brand
Nick Wood
Nick Wood
Nick Wood
Lucy Jane Brand
Lucy Jane Brand & Siobhan Stanley
Siobhan Stanley
Jason Morey
Ian Ferguson

CREATIVE PRODUCER
SET DESIGN
STYLIST
HMU
MUSIC
TALENT
EVENT PRODUCTION
PR
MARKETING

Sammi Guss
 Lucy Jane Brand
Jade Leung
Shella Ruby Martin
Thom Pringle
Dechen Grenfell & Moe Alhassan
Leapfrogger
One Two Agency
Polly Morris, Tia Paterson & Stephanie Jackson