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.

Eight films are shot each day - some feature dueling banjos, others handcrafted sun and clouds. Still another features an elaborate tower of New Balance shoe boxes - props and sets quickly assembled and used in a combination of time-lapse, stop motion and high-speed photography that will ultimately comprise 365 short films - one new film to be released each day over the course of a year at NewBalance365.com and as an iPhone alarm clock application.

Each featured New Balance 365 film reveals the detailed (and often limited) purchase availability of the featured silhouette - all the more reason for those in search of balance to return for their daily fix.

Eighty eight films complete. 277 to go. Thankfully, the days are getting a little longer (unless, of course, New Balance begins shooting films 'down under').