New Balance wanted to launch it's most important product in 2018 - the LAZR shoe. The shoe is produced using a unique technology involving an actual laser that engraves different parts of the shoe.Using the highest powered laser in Toronto, Canada, we worked with director, Evan Dennis and the production company Honor Society to shoot the laser in-camera.

The TV spot ran in 7 different countries; and the film was used across New Balance stores through the US.


Client: New Balance

Media: TV, In-Store, Social Media