Brief
For a brand like New Balance, the value of their top-tier ambassadors—like Bukayo Saka and Jeremie Frimpong—is highest when they are actually on the pitch. The challenge was to move beyond static, "always-on" advertising and create a creative framework that responded instantly to the highs and lows of match day.
The core question I needed to answer was how to implement DCO (Dynamic Creative Optimization) in a way that felt authentic to the fans' emotional journey, ensuring the brand was reacting to the game in real-time rather than just appearing alongside it.
Inspo
Final creatives
