Syndrome & New Balance Are Sweet On Candy
Los Angeles-based directing collective Syndrome has concocted an irresistible new batch of confectionary goodness in the latest :30 spot for New Balance via Ryan Partnership.
Chosen to help launch the Candy Collection, New Balance’s colorfully cool new brand of footwear for tweens, Syndrome have taken inspiration from old school pinball machines, childhood board games and the tasty sweets we all remember as kids to deliver a surreal sugarcoated ride through an elaborate gumball machine.
With their irresistible ice-bottom soles and mouthwatering colors, the New Balance Candy Collection has style for miles and is guaranteed to satisfy any tween girl’s fashion sweet tooth.
About New Balance:
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance employs more than 4,000 people around the globe, and in 2007 reported worldwide sales of $1.63 billion.
LA-based design and directing collective Syndrome are united by a deep-seated, shared love for art and innovation where creativity is the core of their existence. Syndrome has been directing commercials, music videos, and instillations for nearly a decade, and have worked with some of the biggest artists in the industry including: P. Diddy, Kanye West, T-Pain, Erykah Badu, John Legend, 50-Cent, Black Eyed Peas, Ludacris, Lil Wayne, and Chris Brown to name a few. Syndrome has worked with heavyweights such as TBWA/Chiat/Day, Warner Bros, NBC and CBS directing campaigns and creating motion graphics for brands such as Converse featuring Mos Def, Bud Select, NASCAR on Fox and the main title sequence for the feature film ATL. They have been nominated for awards such as MTV VMA’s, UK Music Video Awards, and Music Choice VOD Awards.
Client: New Balance
Spot Title: Candy
Air Date: March 2009
Agency: Ryan Partnership
AD: Sheryl Seigel
Agency Producer: Ryan Conover
Prod Company: Syndrome
EP: Monica Blackburn
EP: Monica Blackburn
Sound Designer/Composer: Michael Genato