AI-DRIVEN STYLE EXCEPTION SPOTTING FOR NEW BALANCE

A product launch using AI to Spot Trendsetters among the passersby. An experience that got 50mm impressions + over 44 top-tier press publications covering it.

Client
New Balance / Roldós Media

Year
2018

Type
Launch Campaign

Technology
AI Machine Learning

WHY New Balance was looking for a fearless action for its international campaign #BeTheException, which leveraged AI tech in an unprecedented scale in fashion. 

WHAT We created custom AI software that spotted fashion-forward individuals who challenged industry conventions, and a full digital strategy and campaign to leverage it. In line with the maverick spirit of the new Fresh Foam Cruz Nubuck, the event celebrated and rewarded fearlessly independent fashionistas and encouraged women everywhere to be their own muse.

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