WHY New Balance asked us to design their Fuelcell Launch Campaign using technology for a young audience.

WHAT To push the sneaker launch of the year, we created The Fuelcell Party, a pop-up space in which the guests’ movement was transformed into cool art pieces, live. It proved that art + tech are powerful when combined. From light sculptures following your running moves, or large-scale visuals expanding your jumps, to becoming the event’s DJ by riding a custom-created bike. The Fuelcell Party also conquered the streets with a print outdoor CTA extensive campaign and video content on digital billboards.
Art + technology to produce 10MM impressions.