Case · SNS × New Balance 574

Retro Goes
Everywhere.

Launch the New Balance 574 from the SNS point of view. No hype, no celebrities, no studio. The shoe on real people in real moments.

Pitch case for SNS, June 2026. Fictional brief, not a commissioned campaign.
RoleConcept, art direction, AI production
Deliverables4 campaign stills 9:16, motion asset, platform plan
ChannelsInstagram, TikTok, e-com, CRM, in-store
Stylish older man at a Parisian café, newspaper hiding his face, New Balance 574 under the table
The brief

Make a sneaker that needs no introduction interesting again.

SNS was asked to launch the New Balance 574. The task: make people interested and inspired, contextualise it from an SNS point of view, and drive traffic to SNS stores and SNS.com as the single destination.

A real campaign that earns its place in culture: manageable in scope, specific in voice, built to live across every channel.

The idea
“Retro Goes Everywhere.”

The 574 is the original retro sneaker, worn by everyone, in every situation. Instead of a product drop, SNS tells it as a cultural constant: a shoe that has always been there and always will be.

  • Real Situations by Real People. Keeping It Real.
  • Shop the OG Shoe at SNS.
Visual direction

A found roll of film.

  • Analog 35mm feel: grainy, warm, slightly desaturated.
  • No faces. No studio. No product shots.
  • Legs and feet as hero, the shoe always in its environment.
  • Natural daylight mixed with flash.
  • Expected and unexpected places: cafés, streets, music rooms.
  • Slogans, CTA and logo added as a type layer in post, never generated.
The café
01 · The CaféZero effort, all style.
The street
02 · The StreetType layer added in post.
The room
03 · The RoomThe 574 in your world.
The horse, black sand beach
04 · EverywhereBlack sand beach, Vík, Iceland.
How it was built

From brief to production-ready, all AI.

No location shoot, no photographer, no talent fees. One locked product, one master style, applied to every scene.

BriefConcept, slogans, visual direction, asset list, platform plan.
Brand DNASNS identity as prompt modifiers. 574 character sheet locked.
Master promptPhoto style, framing, colour and mood, written once.
ScenesEnvironment, casting, camera and grade per scene.
Generate9:16 per scene, iterated to brief, upscaled for print and digital.
Product reference
Input · product reference
Final still
Output · final still, same shoe
How it lives

One idea, every channel.

InstagramOne still per scene as editorial posts. "Retro Goes Everywhere. — SNS.com"
Reels / TikTok15–30 sec, fast cuts, no text overlay. End card with logo.
E-comHero banner with headline and "Shop Now". Stills as lifestyle on product page.
CRM"The OG is back. Shop 574 at SNS." One hero still, direct link.
In-storePrinted stills as window graphics. Floor decal: "Retro Goes Everywhere."