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New Balance 'Beyond'
Client:
New Balance (Relentless x Pirate Freeform)
Year:
2024
Project type
Commerical
"Beyond" is a narrative that challenges stereotypes about black individuals by subverting initial negative impressions. Through a series of scenes that initially evoke familiar stereotypes like drug involvement and violence, the story reveals unexpected truths: mentorship in athletics, friendly dance battles, playful friendly rivalry, and communal sportsmanship. Ultimately, it emphasises the complexity and diversity within black experiences while highlighting the importance of looking beyond stereotypes to see the humanity in individuals.
[ Email ]
[ Instagram ]
lostboyzstudios
[ Phone ]
+353(0)834829109 / +44(0)7745843350
