About Xmas

Concept, Story development & Art Direction

The Newbalance “LifestyleHUB” was developed as lifestyle experience of the brand for a european audience. Thought a vertical parallax and dedicated contents, the experience aims to explore the more casual and fashionable side of the brand, including a dedicated promotional video for the iconic 574 model

CREDITS

ART DIRECTION:  ALBERTO MORA
PHOTOGRAPHY: CARL KLEINER
SET DESIGN: ELENA MORA AND 
FRANCESCA SANTAMBROGIO
STUDIO: FRANK STUDIO
MAGAZINE: ICON DESIGN

PROJECT DETAILS

CONCEPT DEVELOPMENT
ART DIRECTION
GRAPHIC DESIGN

STORY N.1

On waiting and gathering
December 24th - 10.30PM

Xmas is about waiting. Waiting for the Day to come for people, waiting for the moments. Cozy feelings, warm lights. We see this as the Xmas’eve, when the night is coming, but a night full of magic and light. This moment is abstracted with warm colors, soft lighting etc…

STORY N.2

On Mystery and Magic
December 25th - 1.30AM

Xmas night is full of magic and mistery.What happens when everybody sleep? Blue tones, quite and peaceful.
The magical night at its finest

STORY N.3

On Joy & Surprise 
December 25th - 7.30PM

When the Day comes it’s all about surprise.
A wow moment, a warm feeling. Waking up in the morning, preparing for lunch. This moment is abstracted with bright light, light colors etc…

STORY N.4

On celebrating  
December 31th - 11.30PM

Holidays are about celebrating. Partying, new year’s eve, preparing for the night. This moment is abstracted with reflections, shadows blue tones, sparkling elements etc..

STORY N.5

On starting
January 1st - 6.30AM

Holidays are over. A new year is ahead. New hope, new resolutions, a fresh new start. This moment is abstracted with the transition from dark to light. Light gradients, ray-light