Role: Creative Director, Producer, Co-Editor
Client: Saucony X New-Wave Magazine
Year: 2025
Project Overview:
As part of a collaboration between Saucony and New Wave Magazine, I led the creative direction for a campaign centred on the Trainer 80 silhouette. The aim was to position the shoe not just as a product, but as a character within everyday stories; embedded in the story of youth, movement, and memory.
Concept:
The concept framed the shoe as an essential companion in the protagonist’s journey. We explored everyday rituals through a planometric visual language that focused on rhythm, breath, and environment. Shot with a focus on simplicity and cohesion, the visuals lean into a Wes Anderson-inspired framing style. Sound design I added in post played a crucial role in giving the piece its sensory quality.
Execution & Challenges:
The shoot was produced with no allocated budget from New Wave. I handled all elements of production independently, booking the models, scouting and securing locations, sourcing equipment, and assembling a local team in Manchester. On the morning of the shoot, the featured shoes failed to arrive. I spent an hour running across the city. From JD to Footlocker and Sports Direct before finally locating a backup pair HIP after calling in. I returned just in time to keep the production on track, ensuring the shoot could go ahead as planned.
Result:
The final film and stills delivered a stylish, story-driven presentation of the Trainer 80. Through different areas of everyday drama, the campaign balanced visuals with a grounded narrative, allowing audiences to relate to the protagonist while positioning the shoe as both functional and aspirational. Please take a look at the story linked below.
Link