the power of the moment.
by New Balance
During the New York Campaign Program with VML through the University of Missouri, I helped lead a campaign for New Balance.
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The brief was clear. Elevate “If/Win” moments. Those instant celebrations when a New Balance athlete reaches the top—and make fans feel like they’re part of the win.
But we realized it wasn’t just about highlighting victories.
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New Balance already celebrates its ambassadors’ success online. The real opportunity was to move beyond recognition—to make those moments felt.
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Through research, we discovered that fans remember wins most vividly when they experience them firsthand. It’s the sound of the crowd, the flash of a celebration, the way everyone looks at each other and knows they were there.
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Our insight? Winning is emotional, sensory, and shared.
Our idea, The Power of the Moment, repositions New Balance as a brand that honors the feeling behind every victory—the moments that connect athletes, fans, and communities everywhere.
For our hype video, we wanted to capture what it feels like when energy spreads through a crowd. We experimented with OpenAI’s Sora to visualize that rush, the light, motion, and connection that happen all at once. The concept focused on prosocial effervescence, the shared emotion that pulls people together during a win. Every frame was built to make that energy felt, not just seen.
We created digital collectible tickets that let fans hold onto their favorite If/Win moments forever—each featuring New Balance ambassadors like Coco Gauff, Cooper Flagg, and Shohei Ohtani.
Available in both physical and digital formats, the collectibles unlock exclusive AR experiences and limited-edition merchandise, turning each victory into something fans can literally keep and relive
At our Powerhouse events, fans stepped into a 4D watch party filled with stadium sounds, immersive lighting, and food inspired by New Balance athletes. The experience featured limited-edition Power Surge energy drinks and branded charging stations, connecting the idea of physical energy to the excitement and momentum behind each moment
Isaac Lewis (AD),Tess Owens (AD), Audrey Stowe (AM),