A creative studio focused on brand strategy,
visual identity, CGI, key art, packaging, and film.
The "327" series was born, inspired by three iconic running shoes from the 1970s, namely "320," "355," and "Super Comp," which represented New Balance at that time. It is one of the particularly popular series in Japan. The campaign theme launched in early 2023 was "All is my style. I wear it. Just by wearing it, I become myself. "ZYLA participated in this project for the art & film direction.
Interpreting the theme "All is my style." as "authenticity = being oneself without pretense," an attempt was made to express "authenticity" by having the models pose in a relaxed and unassuming manner. The styling was also based on casual items with sweatshirts as the foundation, enhancing the relaxed atmosphere. The choice of beige as the background color was because it was believed that a soft and non-dominating color would align with the concept of this campaign. The dice-like props were incorporated as a subtle spice to add interest to the visuals, which otherwise appeared simple and flat in tone.
To make it easier to imagine the wearing scenes, the "327" shoes were showcased in styling that included pants and socks. With a wide range of color options for the shoes, the product shots also incorporated playful elements, such as adding accents with different pants and socks.
Directed by ZYLA