1080v12
The 1080v12 is New Balance's twelfth pass at the same question: how much cushioning a shoe can hold before it stops being a shoe and starts being a machine for it. We built the film around that machine, taking Fresh Foam X out of the sole and putting it in front of the camera.
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A foot becomes a scan, the scan becomes a field of individual foam cells, each one mapped to exactly where the midsole needs to flex or hold. We shot it in a dark, clinical studio of glass and directional light, treating the shoe's actual engineering, not a colourway, as the hero.
By the time the 1080v12 itself appears, floating and lit like an object under inspection, the cushioning underneath it has already told the whole story, foam cell by foam cell.
- Client
- New Balance
- Year
- 2025
- Discipline
- Art & Design Direction
- Services
- CGI
- Art & Design Direction
- Branding