Urban Art Direction
We selected culturally relevant, gritty urban locations across Hong Kong that perfectly matched the streetwear aesthetic of the target demographic, creating a highly authentic backdrop.
New Balance: Commercial Photography
- Client
- New Balance
- Year
- 2022
- Role
- Concept & Planning, Photography, Art Direction
- Original credit
- Digit Pepper Limited
*This project was designed and executed by our Creative Director during their tenure at Digit Pepper Limited.
*Designed by Chester Yau at Digit Pepper Limited.
01 / Project overview
Global footwear giant New Balance required high-impact commercial photography to highlight a highly anticipated flagship sneaker release for their seasonal APAC campaign. They needed visual assets that could seamlessly bridge the gap between premium product showcasing and authentic streetwear culture, ensuring the imagery resonated heavily with local trendsetters.
02 / The challenge
The primary challenge was capturing the dynamic, gritty energy of street culture while maintaining razor-sharp focus on the product's premium materials and design details. A highly strategic approach to commercial photography and product photography HK was required to ensure the footwear remained the undeniable focal point amidst complex urban backgrounds.
03 / The solution
Utilizing top-tier urban lifestyle shoot direction, a striking urban photoshoot was executed, blending atmospheric street lighting with precise product staging to create raw, authentic brand imagery.
Our approach to the photography production included:
Dynamic Lighting & Staging
We utilized a mix of natural ambient light and off-camera flash to highlight the distinct textures, reflective materials, and intricate stitching of the sneakers.
Action-Oriented Composition
Instead of static studio shots, we directed models to engage in dynamic movements, capturing the sneakers "in action" to emphasize performance and street-level authenticity.
04 / Impact
The finalized commercial photography provided New Balance with an arsenal of striking, culturally resonant visual assets that successfully drove hype and engagement across their regional digital and retail channels.
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