The footwear company New Balance launched another project which encapsulates the theme of youth’s creativity, showcasing life of five young artists from Australia through the world of photography and video. The project, called www.nb574.com (in honour of one model in the brand’s range), will be disclosing details of the guys’ everyday creative experience of bringing new and fresh things in various fields (visual art, fashion and music) to the world.
The project highlights life of fashion designer Jimmy Bliggs, art director Tristan Ceddia, entrepreneur Raph Boogie, contemporary artist Meggs and musician Vinci Andanar (all wearing New Balance shoes), who share their vision with the visitors to the online destination with the help of Australian young photographer Josh Robenstone and Louis Mitchell, who shoots the videos—«both the individuals depicted and the creatives capturing their journeys personify craftsmanship and imagination, two traits embodied in the New Balance lifestyle range.» Over the coming four months, there will be five video series and photo sets—both four-part,—and so far, the first parts have been already released. There are also short bios of the creatives and news on their recent achievements.
Visitors to the website are also offered an opportunity to learn more about the brand’s factories and its new releases, as well as win a nice pair of New Balance sneakers. Last year, the brand launched another project, with the name made up of figures—NewBalance365.com,—which was designed as a collection of 365 short clips exploring the theme of the ‘balance’ in a very creative and unexpected way (each video also featured one New Balance silhouette that was introduced as part of New Balance’s global spring/summer 2010 collection). Starting February 22, 2010 every morning they posted a new 20-second spot showcasing “balance as it exists in the world” (the spots for the days of January and first half of February were also uploaded then). The project was halted at video#59, and the clips can’t be watched now—there’s only the first ‘opening’ still in each spot plus a shoe model recommendation.