Skip to content
← Archive

Campaign · Key Art

New Balance

Rosalía

Rosalía as the protagonist. New Balance as a cinematic world.

Rosalía overlooking New York in the New Balance campaign.
Rosalía above New York.

Selected work

05 assets
Rosalía in a staged scene from The Ambassador campaign.
A scene from The Ambassador.
Red New Balance campaign poster with Rosalía and display typography.
The Ambassador, in red.
A car scene overlaid with red handwritten campaign lettering.
Handwritten titles carry the story across the campaign.
A presentation of New Balance campaign artwork in print and outdoor formats.
The campaign extended into print and out-of-home.
The Ambassador in motion.

Project Overview

New Balance's Rosalía partnership was an opportunity to build a world around the collaboration. We approached it as an original story, with Rosalía as its protagonist and the campaign unfolding scene by scene.

The Ambassador moved through five chapters: Headquarters, The Drive, The Arrival, The Boardroom, and The View. Photography by Alex Prager, lit by Robert Elswit, gave the work a staged, cinematic quality. Each image could hold its own as a poster while contributing to the larger sequence.

The identity borrowed from film titles, graphic novels, and found dossiers. Handwritten annotations, stamps, issue numbers, and red and yellow poster systems carried the story across out-of-home, social, print, and retail.

The result was a connected campaign in which the partnership could unfold over time, giving every new scene a role in the same story.

Client
New Balance
Year
2025
Role
Creative Director / Platform / Concept / Craft

Agency / Studio

American Haiku

Photographed by

Alex Prager

Team

  • Robert Elswit