The Project.

With a history spanning over 100 years, New Balance is one of the most recognisable sports footwear and apparel manufacturers in the world.

We worked with New Balance’s lead agency to produce a series of motion graphics shots for their ICONIC 574 campaign.

Objectives.

  • Design a set of custom motion graphics elements to support the campaign
  • Embed these elements naturally into the live-action footage as integrated, environmental elements
  • Oversee direction of key VFX shots on set, ensuring consistent lighting, framing, and placement in post-production
Play VideoBacklit motion graphics displaying ‘Iconic’ text from New Balance campaign.Play Video

The Solution.

The creative concept called for monolithic graphics floating in and around London’s iconic skyline. Each of the edits focused on a different product from the 574 line up, and featured a number of effects shots ranging in complexity.

Working on location in London’s trendy Shoreditch area, the 2-day shoot ranged from street level to the rooftop of the iconic Old Truman Brewery. Each of the effects shots was meticulously planned and directed on location by our Maverick team, enabling us to composite the 3D monolithic graphics into each scene in post production using 3D camera tracking. The final edits were then shared via social media by New Balance and their retail partner JD.

Model posing on rooftop with ‘Iconic’ motion graphic from New Balance campaign.
Bold ‘574’ campaign graphic from New Balance video.
Nighttime London skyline with large ‘574’ motion graphic overlay.
Rooftop shot featuring ‘Iconic’ motion graphic from New Balance campaign.
Large ‘574’ motion graphic in foreground with blurred background.
Model looking out window towards large monolithic ‘574’ motion graphic.
Model posing with ‘Iconic’ motion graphics from New Balance 574 campaign.
Backlit motion graphics displaying ‘Iconic’ text from New Balance campaign.
Moody interior shot featuring New Balance 574 motion graphics.
New Balance logo displayed prominently on building facade.
Reflection of New Balance 574 shoe in water surface.
Low-level shot with motion graphics from New Balance Iconic 574 campaign video.
Low-angle shot with large 574 motion graphics from New Balance campaign video.
Final frame from New Balance Iconic 574 campaign video showing logo and tagline.
Motion graphics overlay on filmed footage from New Balance Iconic 574 campaign video.

The Result.

The final campaign film featured a bold, contemporary aesthetic—with the 3D graphics integrated into the environment. The campaign was well received by both client and agency partners, and our collaborative approach on set helped the post-production flow smoothly from start to finish.

Got a project you’d like to discuss? Let’s talk!
Maverick Studio is a full-service creative agency based in Hampshire, UK.

We specialise in video production, animation, brand identity and graphic design—helping brands tell their story through impactful visuals and strategic creative. From corporate videos and product explainer animations to brochure design and marketing campaigns, we craft bold ideas that engage, inspire and elevate.

Maverick Studio is a trading name of Pivotal Collective Limited
Incorporated and registered in England & Wales  |  Company No. 12013182

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