Race diversity in sports was a chosen subject that I found interest in for this campaign. In every sport, there has been some type of inequality whether through pay, events athletes are allowed to compete in, or media coverage. Focusing on the equality aspect, it became a dominant piece of the voice in the advertisements and the brand film. New Balance is a company that has been around for a long time, after doing extensive research on their products, how the company is run, the athletes they sponsor, and the events they are a part of I was able to understand their driving force and was able to conceptualize. My idea was to bring awareness to the race diversity issues in sports and for people to be better as humans in the way they treat each other in and out of competitions.

Key Message: Being better humans.

Target Audience: Individuals between the ages 20-30 who believe in compassion and equality of all human beings. These are individuals who are either athletes or active regardless of their busy schedules with work, school, and social lives.

Tagline: Stand with balance.

Role: Copywriter, art director, concept generator, researcher, designer, and voice-over for the brand film for the campaign.