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New Balance: Impatience is a Virtue
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December 2021 was a challenging month for Robot to say the least. With three international productions shooting in the same week while entering the 2nd wave of Covid-19 in South Africa, Robot caught itself adapting and surviving what it needed to in order to keep things going. Along with Familia, between Cape Town, Miami and LA, this production has finally launched, reminding Robot that it can carve its path in the midst of this virus. The campaign 'Impatience Is A Virtue' starring Jaden Smith and Coco Gauff, crafted by VMLY&R's creative directors Justine Cotter and Rai Halim channel’s the current generation’s sense of urgency for progress and positive change which have been hallmarks of the New Balance brand. NB describes the approach as "a twist on the old adage that Gen Z Has heard all their lives. But this generation isn't waiting around for someone to give them the keys to entry. Instead, they're figuring out the path to success for themselves."
PHOTOGRAPHER: Ollie Ali @mrollieali Related
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