New Balance – Built With Sound

Installation, Merchandising, Writing/Messaging

Forget thread or adhesive, New Balance molecularly fuses materials using high frequency waves. Add some monochromatic colorways and you get ultra clean lines that cross from performance to fashion. I crafted the verbal for the campaign and came up with the installation design for Conveyor Fred Segal. Inside the shelf we rigged a Theremin antenna to generate a high-pitched sound as people’s hands approached the shoes.


Agency: Heckler Associates

Role: Creative Direction, Art Direction, Writing