creative concept
The New Balance M1000 isn’t just making a comeback; it’s setting the tone for a new era. A global uniform, worn by those pushing culture forward in their cities—Liverpool to London, Paris to Marseille, Amsterdam to Milan. A new wave for a generation pulling from the past but moving entirely their own way.
This isn’t about following trends. This is about creating a world where the 1000 Community lives—loud, raw, and built on authenticity.
objective
Position New Balance at JD as authentically rooted in the global culture of music and fashion
Drive demand of the M1000 thru top of funnel visibility and validation within culture
Reinforce JD’s global connection and exclusivity thru association with the EMEA “Keep it 1000” campaign.
digital executions
The digital campaign for the M1000 celebrated global access and cultural connection through JD’s online platforms. Featuring AG Club, it highlighted the intersection of music, fashion, and community, positioning JD as a global stage for emerging voices and authentic style.
times square
flagship window
I developed the visual concept and spatial layout for the New Balance M1000 campaign. Using Adobe Dimension, I created 3D mockups to visualize scale, materials, and sightlines within the storefront environment. These renderings guided production and installation, ensuring the final execution matched the creative intent. Once approved, the build was handed off to JD’s external installation team for on-site execution.
The Times Square window introduced the M1000 with bold, high-visibility storytelling in the heart of NYC. The design fused AG Club’s creative identity with JD’s global energy, creating a striking visual moment that stopped traffic and set the tone for the campaign’s physical presence.
chicago flagship
activation zone
The Chicago activation brought the M1000 campaign to life through a refined in-store environment that emphasized bold branding and cohesive visual storytelling. Designed to extend JD’s digital presence into the physical space, it created a clear, impactful moment within the retail experience.
Like the Times Square window, I led the design concept and visualization for JD’s Chicago activation zone. I created 3D mockups in Adobe Dimension to map out the layout and flow of the space, then worked with the installation team to bring the environment to life in-store.
