Behind New Balance 365

There is a certain symmetry to the Stockholm studio in which a motley collection of set designers, prop builders and actors have gathered - wall-to-wall grey interior balanced with the grey exterior of the Swedish winter sky. Inside, a team assembled by New Balance and Mother, including film director Jesper Koothoofd are occupied with what will eventually become a rather unique alarm clock. An alarm clock might well be helpful here, as daylight is in short supply (literally) while the days are long for a crew tasked with completing eighty-eight short films, each exploring the idea of balance in support of a different New Balance silhouette to be introduced as part of the Spring 2010 Collection.