New Balance — 33 Cities, 12 Countries, One Look: Visual Consistency with Global Impact

The brief.

In the past year, New Balance launched 33 stores across 12 countries, from London to Lisbon, Berlin to Barcelona, we've partnered with New Balance to document a series of standout

The starting point is always the same: a producer's call, a brief in writing, a crew assembled within hours. For New Balance, the standard is non-negotiable, every frame has to read as New Balance, in every city, in every market, on every channel. That's the bar this case study is measured against.

The outcome.

What makes the work consistent isn't any single camera or location, it's the pipeline. Local crews briefed centrally from London. Files moving overnight to the post team. A single grading standard applied to every frame, regardless of the shoot. Same-day press selects on desks before sunrise. Final delivery within 48 hours.

This case study collects the work, the hero stills, the supporting detail, the architecture-of-retail studies, the brand activations, and walks through the operating model that produced it. It's part visual archive, part operating-model document.

One London grading standard, applied to every frame across 33 cities. The brand looks like the brand, regardless of the camera that shot it.