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Jaden Smith and Coco Gauff Channel the Path of Success for Dynamic New Balance Spot

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Robot works with FAMILIA and VMLY&R to tap into Gen Z's urgency for progress and change

Jaden Smith and Coco Gauff Channel the Path of Success for Dynamic New Balance Spot

December 2021 was a challenging month for Robot to say the least. With three international productions shooting in the same week while entering the 2nd wave of Covid-19 in South Africa, Robot caught itself adapting and surviving what it needed to in order to keep things going. Along with Familia, between Cape Town, Miami and LA, this production has finally launched, reminding Robot that it can carve its path in the midst of this virus.

The campaign 'Impatience Is A Virtue' starring Jaden Smith and Coco Gauff, crafted by VMLY&R’s creative directors Justine Cotter and Rai Halim channel’s the current generation’s sense of urgency for progress and positive change which have been hallmarks of the New Balance brand. NB describes the approach as "a twist on the old adage that Gen Z Has heard all their lives. But this generation isn't waiting around for someone to give them the keys to entry. Instead, they're figuring out the path to success for themselves."

Director, Sasha said: "All the personalities that feature in the film are stubborn in their pursuit for meaningful change. What was important was to communicate their sense of urgency, but also that they might not take conventional routes to success. We bookended the film with Jaden Smith, highlighting his mission to take clean water to the masses with his organisation 501C Three, his personal mission being an important one given that its uniqueness compared to more conventional ideas of success. Jaden’s sense of impatience is a common trait amongst New Balance’s roster of talent, and is also representative of young millenials so it was important to feature a variety of interpretations of 'impatience', whether that be a female sprinter lining up with the boys or a street dancer in Beijing anxious to upload her routine to D’ouyin. These types of inviting campaigns don’t come around often, so it’s been a great experience and challenge collaborating with an understanding agency team who despite crafting a global campaign were confined to their New York Apartments, and a great team of collaborators who brilliantly ensured a consistency of look and aesthetic across all of the different countries and cities in which we filmed."

Producer, Toby said: "Producing work globally has been something FAMILIA has done from its inception. The shoot took place in LA, Miami and Cape Town. All the while Covid was in full swing, a large amount of additional measures were put in place to ensure a safe and successful shoot. Including remote shooting for both the LA and Miami legs of the shoot.

Sasha the director and Ollie the photographer did an incredible job of navigating the unique working practices of remote shooting. FAMILIA is continuing to find interesting ways to navigate the challenges of remote working."

Photographer, Ollie Ali said: "It was an honour to shoot this campaign and to work alongside the extremely talented director, and my good friend, Sasha. Together we had the pleasure of capturing incredible moments with some of the most impressive talent of this generation for an iconic brand. We came to the challenge with an end goal in mind: inspiring young talent to pursue their dreams and waste no time in doing so. Shooting remotely from across the globe created an element of challenge and a fantastic opportunity to work with more diverse teams in order to bring our ambitious visions to life. I am really excited to see the campaign go live and hope that we have been able to achieve our goal of inspiring the next generation to get out and pursue their dreams - the same risk that took me to this very moment. 

Special thank you to VMLY&R, Familia and New Balance for the opportunity."


video
New Balance X Impatience is. Virtue
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CREDITS:

PRODUCTION COMPANY: FAMILIA @stayfamilia

DIRECTOR: SASHINSKI @iamsashinski

EXECUTIVE PRODUCER: Toby Walsham @tobywalsham

DOP: Joe Cook @joecookdop

PHOTOGRAPHER: Ollie Ali @mrollieali

PRODUCTION COORDINATOR: Maddie Magner @maddiemagner

PRODUCTION ASSISTANT: Emma Stephens Boyd @emmasbroyd

STORYBOARD ARTIST: Ashwin Kumar

AGENCY: VMLY&R New York

CREATIVE DIRECTOR: Justine Cotter

CREATIVE DIRECTOR: Rai Halim

AGENCY PRODUCER: Andrew Wilcox

MANAGING DIRECTOR: David Pomfret

ACCOUNT DIRECTOR: Lucy Bugler

ACCOUNT SUPERVISOR: Logan Hassig

CLIENT: New Balance

GLOBAL DIRECTOR: Ian Fitzpatrick

GLOBAL MARKETING DIRECTOR: Michael Clarke

SOUTH AFRICA SERVICE COMPANY: ROBOT @robot_sa

EXECUTIVE PRODUCER: Liam Johnson @liamdjohnson

LINE PRODUCER: John McDonald @jt.mcdonald

PRODUCTION MANAGER: James Savage @savagemakefilm

PRODUCTION COORDINATOR: Jenna Lee Keys

CASTING DIRECTOR: Holli Bennett / Disco Creatives @hollibennett @discocreatives

PRODUCTION DESIGNER: Maria Labuschagne

PROP MASTER: Jonathan Clarke-Brown

1st AD: Travis Nel

GAFFER: Tyron Mountjoy

CHOREOGRAPHER: Ashlynn Erasmus @officialashlynn_sa

STYLIST: Mavuso Mbutuma @mavusomabuso

STYLIST: Peter Georgiades @petergeorgiades

US SERVICE COMPANY: YELLA

US CO-DIRECTOR: Courtney Phillips @itscourtneyp

HEAD OF PRODUCTION: Matthew Kauth

LA PRODUCER: Cali Burns

LA PRODUCTION COORDINATOR: Taylor Byorn Bro

LA DOP: Ayinde Anderson

LA 1st AD: Ian Thomas

MIAMI PRODUCER: Claudia Rivas

MIAMI DOP: Massimo Hanozel

MIAMI 1st AD: Juan Zuniga

EDITOR: Stephen Dunne @stephendunne_

ASSISTANT EDITOR: Blaine Pearson @blaineard

OFFLINE PRODUCER: Julian Marshall @therealjulianmarshall

EDIT HOUSE: Ten Three @tenthee_editing

COLOURIST: Joseph Bicknell @josephbicknell

COLOUR PRODUCER: Anna Kelman

GRADING COMPANY: Company Three @company3

MUSIC: Daniel Lidchi @daniellidchi

SOUND DESIGN: Alex Bingham @exercisecam

AUDIO PRODUCER: Ghazal Zargar Elahi

MACHINE SOUND EP: Matej Oreskovic

AUDIO HOUSE: Machine Sound @machinesound.co

POST PRODUCER: Sally Heath

POST HOUSE: Absolute @absolute_post

Genres: People, Fashion & Beauty, Action

Categories: Shoes, Clothing and Fashion

ROBOT, Tue, 08 Jun 2021 13:40:49 GMT