New Balance x Barry's
New Balance built the Ellipse for comfort. Comfort is the hardest thing to sell in a photograph.
So we stopped describing it. We put the shoe under people at minute forty of a Barry's fitness class and let them decide. One month, sixty studios, US and Canada.
ROLE
Creative Direction
WHAT WE DID
Social Content, Art Direction, Video Direction
01 THE IDEA
LOSE TRACK OF TIME
The Ellipse is built for running in place. Barry's is the largest room in America where people run in place on purpose.
That overlap was the campaign. We never had to explain the shoe, just get it onto a treadmill under someone who'd notice.
02 THE ACTIVATION
THE ROOM & BARRY'S STUDIO
Barry's is a red room by design. For April, we took it green.
Medusa Green ran through all of it. The lobby, the Ellipse podium, the Green Glow shake at the Fuel Bar. One line, from the rug at the door to the sticker on your cup. Run x LIFT: Total Body, a free pair every class, three hundred instructors on the Ellipse before launch.
03 THE CONTENT
SOCIAL-FIRST, MADE FOR THE FEED
Every frame came out of a live Ellipse Run x LIFT session.
Real members in a real class. We put the shoe on the Barry's floor and let it prove itself in front of people who would notice if it didn't.
60+
Barry's studios · US & Canada
240
Run x LIFT themed classes
12M
Projected impressions · owned social
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TALK LESS. DO MORE.