Context This campaign centers on the S124 collection, introducing the softer, more relaxed side of New Balance’s seasonal offering. Featuring the 327 FW model, the project sets the tone for the brand’s spring direction, bringing comfort, ease, and approachability to the forefront. Design & Art Direction Shot in a controlled studio environment, the visual direction focuses on intimacy and softness. Gentle lighting and minimal compositions allow the apparel to feel lived-in and effortless, positioning the collection as comfortable, considered, and quietly expressive. Team Photographer: Ashley Röttjers Producer: I'm Productions Set Design: Gerritsen/Bart In-house AD: Desiree Schouteten Styling: Sydney Luchies MUA: Magdalena Kiełb Talent: Kees, Easy May