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Brooks challenged Brand New School with bringing their footwear experiences: energize, speed, and cushion to life in a way that would help runners find the shoe that best supports their running journey. Brand New School utilized visual metaphors of these elements, a signature camera motif, editorial, location and sound design to underscore the feeling of a run. To enhance that feeling of immersion, their crew tackled the creative challenges of making a city street of cushions, turning a staircase into a springboard, and illuminating scenery with time-lapsed streaks of light. For this campaign, they created multiple streams of content that used live-action, VFX, and print deliverables - all sharing a cohesive visual DNA. Simplified key visual designs were created for use across Brooks' social platforms.The production company also photographed athletes interacting with visual metaphors for large print deliverables. Brooks is an international brand, which allowed Brand New School to select Barcelona as their production location, where they worked with a cast of talented local athletes, highlighting more than a dozen unique nooks where everyday Catalans really run. The work spoke to athletes with diverse running styles and differentiated Brooks as a leader in product innovation in the ultra-competitive running segment. https://www.brandnewschool.com/work
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