Hasta La Ideas

Mother New York’s latest project will see a new film released every day for a year to promote New Balance trainers

Via the New Balance 365 website, the dedicated NB fan (and we know that accounts for quite a few graphic designers and ad creatives) can watch a new 20 second film each day for 365 days. Each of the films is on the theme of ‘balance’ and was shot by Swedish director Jesper Koothoofd.

Koothoofd shot the first 88 films in just eight days in Stockholm earlier this year. “The Mother team and New Balance came to our Stockholm studio and together, we hand-built each of the 88 set designs and various props with laser-cutters, vinyl-cutters, wood working machines, spray paint and sewing machines,” he says. “We painted the entire studio grey so that we could shoot in all directions and with three camera and multiple sets, we managed to shoot about eight films a day with a combination of time-lapse, stop motion, high-speed and traditional shooting techniques.”

If you can’t be bothered to check the website every morning, the films are also available via an iPhone App which can also act as an alarm clock, awakening you each day with a film attempting (albeit with some charm) to sell you a pair of trainers – personally, I prefer the radio, but each to their own…