Worked on the concept, art direction and animation sections for a feature film celebrating the release of the New Balance ‘Sea Salt’ 9060. Shot by videographer Percy Dean, the concept revolved around the idea the idea of a hopeful and resilient explorer scouring the desert in search of ‘beautiful relics’ from times past. What he actually uncovers are parts of a futuristic artefacts which when fully formed unlock the true power of the desert. The inspiration for ‘Beautiful Relics’ initially came from a starting point of breaking down New Balance’s initial brief of looking to reference the past but at the same time look towards the future. I liked the idea that the trainer could be seen as some sort of futuristic relic that had yet to be discovered after looking at the work of artists like Daniel Arsham who celebrate objects through an idea of fictional archaeology. The colour-way and base of the trainer immediately made think of sand dunes and the desert. Playing with the idea that the shoe could be broken up in a desert environment, pieces collected and brought back together to form the trainer. I further developed the concept to focus on a single protagonist scouring the desert environment for these ‘Beautiful Relics’. Throughout his journey there is sense of an unexplained energy within the desert which leads him towards the shoe or relics as he makes his way through the environment. Resulting the protagonist finds the trainers and unlocks the true power of the desert.