A collaboratory project whose purpose is to generate emotional branding and create a narrative that the audience can relate to or empathize with. After looking at or interacting with the campaign, the aim is to inspire a feeling of excitement and joy in the audience. Ultimately, the campaign should inspire a sensation of uniqueness and individuality, as New Balance presents its values for the first time and displays itself as a trailblazer and fearlessly authentic. Furthermore, the campaign is targeting youths and creating visuals that are disruptive, bold, and loud to shake up the current image of New Balance. 

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