the power of the moment.
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Ask
Celebrate New Balance’s “If/Win” moments in a way that pulls fans into the experience, not just the highlight reel.
Insight
Wins resonate most when they’re experienced through sound, movement, energy, and shared presence rather than passively watched.
Idea
Turn If/Win into a shared sensory experience by shifting from highlighting achievements to immersing fans in the emotional rush of victory so every win is felt together, not just seen.
Role
Art Director
Client
New Balance
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)