NEW BALANCE
'NATIVE DYNAMICS'

[YEAR]

2023

[CLIENT]

New Balance, Hype DC

[ROLE]

Motion Design (2D/3D), Graphic Design, AR, Photogrammetry

[RESULTS]

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

[BRIEF]

Support Hype DC’s 25th anniversary celebrations with a high-impact omni-channel campaign, built around an exclusive New Balance 2002R SMU. The campaign needed to drive hype and conversation pre and post launch, reinforce Hype DC as the home of New Balance, and further cement the brand’s position as Australasia’s sneaker authenticator.

[OVERVIEW]

As part of Hype DC’s 25-year storytelling, the campaign blends heritage, nostalgia, and innovation to celebrate the brand’s past while looking firmly to the future. Anchored by an exclusive New Balance 2002R SMU, the campaign leveraged scarcity and scale to create sustained anticipation and excitement around the drop.

The visual execution merges the natural and the digital, using a 3×3 metre digital screen paired with a sculptural pink salt set. The installation nods directly to the shoe’s colourway, referencing the pink and blue hues of Western Australia’s salt flats, and creates a striking physical moment that bridges product, place, and storytelling.

Rolled out across retail, digital, social, and OOH, the campaign puts Hype DC’s in-store team, archives, and global reach at the forefront. By pairing key product moments with brand storytelling, it reinforces Hype DC’s DNA of premium, limited, and exclusive, positioning the brand as the definitive destination for New Balance in Australia and New Zealand.

[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