![](https://freight.cargo.site/t/original/i/7c9a7b88e4fe31cb2e9ed9cf6429a3d293b429e9456ac54170dbb069af1ff0bc/FUELCELL-COVER.jpg)
︎
Client
︎︎︎ NEW BALANCE
Project
︎︎︎ FUELCELL CREATIVE RESET
︎︎︎ NEW BALANCE
Project
︎︎︎ FUELCELL CREATIVE RESET
︎
Our global campaign for New Balance's pinnacle FuelCell running platform. Designed to work as a two-year-long creative reset for the platform, the campaign used a combination of in-studio product imagery and location athlete shots to propel FuelCell into the future. Focused on the design details and other-worldly aesthetics of the product range, the creative concept positioned FuelCell as a 'time machine' created to beat PB's, taking runners from sunrise training right through to sunset sessions at breakneck speed.
![](https://freight.cargo.site/t/original/i/a48f8140303a4db7e4f2b71322e1772da7bbf213eb581b68c6533f0fb1e5321d/RC-ELITE-V2-ATHLETE-1-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/7668707c94563b3dbe9fe9e080b896ed6e47bd0a8d8dbdb876092abcbacd0f41/RC-ELITE-V2-MEN-STUDIO-3-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/16762688d3250f5d4cfd0d6bb945e3c83c2d0a77d07f09196c5edd56fb387303/RC-ELITE-V2-ATHLETE-4-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/d8e12f5b50a5898560619cd0a61655593f098f859fc2dd689feae957afcf527e/REBEL-V2-MEN-STUDIO-4-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/8fa6187da64142888aac1369081ade6e30125458d947a9c3429de60d3d9a91ae/RC-ELITE-V2-ATHLETE-10-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/fcbd5ab3d9d6e5bd695ef8179b11e04931c1b5c0453babc46ea791937a31bfee/REBEL-V2-WMN-STUDIO-1-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/42cd4b3b66ca9f9662570061ba574f9997f2b48b35819f21787df574fbef964c/RC-ELITE-V2-MEN-STUDIO-1-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/57ee5068e2d81d2ada5ab39bddcd1d9a3d4804fef406883a892d8ae29c7591c1/RC-ELITE-V2-ATHLETE-6-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/c74902cb30869a99a137f4391a12a242c5276d0589836a9f6f22526d65d89d56/RC-ELITE-V2-MEN-STUDIO-4-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/842a6ec7d893356675262e8eb34459de64b229ab20ca6ec0d83e21b1bc2368ed/RC-ELITE-V2-ATHLETE-14-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/dc88a413614e1f8b4c8af7b580c3a62a3ba3e7ebeffc430d305e5eaff26a9adc/REBEL-V2-MEN-STUDIO-3-IG-ONLY-OPTIMISED.jpg)
![](https://freight.cargo.site/t/original/i/c668c9f91cc9cec2f38554b8515a4cea4ecfc1375aa6d020304b7cbd97f0cd1d/RC-ELITE-V2-ATHLETE-12-IG-ONLY-OPTIMISED.jpg)