New Balance
"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
Stills
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