New Balance

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New Balance
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"All the personalities that feature in the film are stubborn in their pursuit for meaningful change. What was important was to communicate their sense of urgency, but also that they might not take conventional routes to success.

We bookended the film with Jaden Smith, highlighting his mission to take clean water to the masses with his organization 501CThree, his personal mission being an important one given that its uniqueness compared to more conventional ideas of success.

Jaden’s sense of impatience is a common trait amongst New Balance’s roster of talent, and is also representative of young millenials so it was important to feature a variety of interpretations of “impatience”, whether that be a female sprinter lining up with the boys or a street dancer in Beijing anxious to upload her routine to D’ouyin.

These types of inviting campaigns don’t come around often, so it’s been a great experience and challenge collaborating with an understanding agency team who despite crafting a global campaign were confined to their New York apartments, and a great team of collaborators who brilliantly ensured a consistency of look and aesthetic across all of the different countries and cities in which we filmed. "

- Sasha Nathwani

Production Company: Familia  
Director:
Sasha Nathwani  
Executive Producer:
Toby Walsham  
DOP:
Joe Cook
Photographer:
Ollie Ali
Production Coordinator:
Maddie Magner  
Production Assistant:
Emma Stephens Boyd  
Storyboard Artist:
Ashwin Kumar  
Agency:
VMLY&R New York  
Creative Director:
Justine Cotter  
Creative Director:
Rai Halim  
Agency Producer:
Andrew Wilcox  
Managing Director:
David Pomfret  
Account Director:
Lucy Bugler  
Account Supervisor:
Logan Hassig  
Client:
New Balance  
Global Director:
Ian Fitzpatrick  
Global Marketing Director:
Michael Clarke  
Executive Producer:
Liam Johnson  
Line Producer:
John McDonald  
Production Manager:
James Savage  
Production Coordinator:
Jenna Lee Keys  
Casting Director:
Holli Bennett / Disco Creatives  
Production Designer:
Maria Labuschagne  
Prop Master:
Jonathan Clarke-Brown  
1st AD:
Travis Nel  
Gaffer:
Tyron Mountjoy  
Choreographer:
Ashlynn Erasmus  
Stylist:
Mavuso Mbutuma
Stylist: Peter Georgiades  

US Service Company: Yella  
US Co-Director:
Courtney Phillips  
Head of Production:
Matthew Kauth  
LA Producer:
Cali Burns  
LA Production Coordinator:
Taylor Byorn Bro  
LA DOP:
Ayinde Anderson  
LA 1st AD:
Ian Thomas  
Miami Producer:
Claudia Rivas  
Miami DOP:
Massimo Hanozel  
Miami 1st AD:
Juan Zuniga  
Assistant Editor:
Blaine Pearson  
Offline Producer:
Julian Marshall  
Edit House:
Ten Three  
Colourist:
Joseph Bicknell  
Colour Producer:
Anna Kelman  
Grading Company:
Company Three  
Music:
Daniel Lidchi  
Sound Design:
Alex Bingham  
Audio Producer:
Ghazal Zargar Elahi  
Machine Sound EP:
Matej Oreskovic  
Audio House:
Machine Sound  
Editor:
Stephen Dunne  
Post House:
Absolute  
Post Producer:
Sally Heath

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