For International Women's Day, New Balance wanted to highlight the FuelCell Rebel v2. Using the shoe's defiant spirit as inspiration, we wanted to feature female KOLs who were unwavering in their ambition and refused to conform to the status quo. 

To complement New Balance's lifestyle and performance aspects, we decided to feature two women with two distinct paths – an athlete and a singer-dancer – to show that female empowerment comes in all forms. For these women, achieving their goals isn't about recognition or praise. It's about getting what they want now, and not letting anything or anyone stand in their way, capturing the brand message of We Got Now. 

I was tasked with interviewing the KOL candidates and selecting Yvonne and Keyana, conceptualising and storyboarding the campaign video as well as writing the script. During production, I was responsible for directing the KOLs during their voice-over. I also wrote post copy for paid and organic social posts, as well as for the seeding cards for product seeding following the launch of the campaign video.