Vice x New Balance

Jun 12

To understand Vice is to understand and respect underground roots culture – the locus of trends destined to one day become relevant mainstream culture. We bridged Vice with underground sports enthusiasts in Japan to mine a deep-rooted resource and c…

OBJECTIVE

- Connect VICE and New Balance with Japan’s underground cycling community and create compelling content for the three-part MOVEMENT series.

APPROACH

- Sourced local talent, scouted locations, and managed full production across Tokyo and Okutama to authentically capture Japan’s underground cycling culture.

OUTCOME

- Generated 500,000 organic views worldwide and led to continued production opportunities with VICE across its digital platforms.

ROLE

- Content Production · Talent Sourcing · Location Scouting · Creative Production · Cultural Marketing

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Vice x New Balance

OBJECTIVE

APPROACH

OUTCOME

ROLE

Ralph Lauren Japan

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