New Balance · 2023 · Branded Content
New Balance Run Your Way Evolution
Run Your Way, Ellipse, Ohtani, Coco—global running work with a consistent bar.
Overview
Three-year Run Your Way and extended New Balance campaign work: broadcast, OOH, digital, retail, experiential, and social-first product launches. International crews, integrated post, seasonal GTM windows, and high-volume social proof all tied back to one production standard.
Problem
Multi-market speed and product storytelling without diluting performance or lifestyle craft.
What I built
Global production architecture, crew systems, and finishing paths that could support campaign hero assets plus daily social drops.
Outcome
International scale—three years, consistent speed, quality, and live social proof.
Impact
- Scaled campaign production internationally while preserving delivery speed and quality.
- Connected live social proof from Ellipse, Ohtani, Action Bronson, Coco, and trail running references into the portfolio.
- Delivered performance and lifestyle assets tailored to global GTM windows.
Media
Performance and lifestyle—built to scale across markets.
Watch projectLive proof
From the feed
New Balance · Ellipse
Parker Valby in the all-new Ellipse
New Balance · Ohtani 1
Ohtani 1 precision story
New Balance · Ellipse
Gabby Thomas Ellipse launch post
Responsibilities
- Led global production planning, casting, local crews, and international stakeholder coordination.
- Managed campaign logistics across lifestyle/performance setups and platform-specific deliverables.
- Partnered with creative and post leads to align campaign storytelling with seasonal brand priorities.
Production notes
- Built shoot systems optimized for multi-market outputs and high-volume versioning.
- Maintained post and finishing continuity across broadcast, retail, digital, and social ecosystems.
- Live Instagram embeds on the social page keep account names, captions, and media attached to the original posts.
Credits
- Client: New Balance
- Agency: Carousel
- Role: Producer