NEW BALANCE®
Launch of the Fresh Foam and FuelCell lines in Brazil
Lukthis Studio led the Art Direction and Design for two advertising films developed for the Brazilian launch of two key New Balance product technologies: Fresh Foam and FuelCell.
The challenge was to translate highly technical concepts. Such as performance, cushioning, and responsiveness. Into a clear, dynamic, and contemporary visual language, capable of communicating innovation without compromising aesthetic impact. To achieve this, the studio developed a proprietary visual system that balanced precision, rhythm, and expressiveness, reinforcing the brand’s technological positioning.
Role
Creation of all Frame Styles, including animation styles, graphic elements, transitions, and visual compositions, used across both films, ensuring narrative consistency and a cohesive visual identity throughout the pieces.
The films were directed by Yuca Duo, with executive production by The Youth, in a collaborative process that integrated direction, motion, and design from the early stages of the project.
CREDITS
Client: New Balance
Client Location: Boston, Massachusetts, EUA
Year: 2022
Executive Production: The Youth
Direction: Yuca Duo
Art Direction: Lucas Ribeiro (Lukthis)
Client Location: Boston, Massachusetts, EUA
Year: 2022
Executive Production: The Youth
Direction: Yuca Duo
Art Direction: Lucas Ribeiro (Lukthis)
Designed by Lukthis Studio LTDA ©
All rights reserved.
Lukthis Studio LTDA®. 2022. All rights reserved.
For regular updates follow me: @lukthis.studio
THAT’S WHAT THIS IS ALL ABOUT.
All rights reserved.
Lukthis Studio LTDA®. 2022. All rights reserved.
For regular updates follow me: @lukthis.studio
THAT’S WHAT THIS IS ALL ABOUT.
