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No half measure

Client: New Balance & Sport Direct
Agency: 20ten
Role: Art Director & Creative Lead  
Key points: 360° Brand Experience,
Creative Direction & Creative Strategy

New Balance doesn't do things by halves. Each product has been engineered to the fullest, designed to propel you forward and keep you stable, so you can focus on what matters most. Helping athletes, individuals, friends and collectives give their all. Whatever their all is. 


It could be a run around the park, a session at the gym, just hanging out with mates or relaxing at home. Giving your all doesn't always mean being physical. It's about staying true to yourself, no matter what.


NO HALF MEASURES is the embodiment of that mantra, a call to arms for people to be who they want to be and become fearlessly independent as a result. 

Who, What, When

Driving conversion of New Balance’s continuity range in Sports Direct.


The campaign needed to connect with the Sports Direct intended 16-22 audience whilst also remaining accessible for all audiences.

Spanning across a 12-month period with peak moments throughout, the focus should align to the overall brand strategy and New Balance running both in store and online. 

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Creative direction

Bold, inclusive, in your face and full of action; this identity celebrates the two halves of a person - what they do and how they feel as a result. 


Juxtaposing the action with portrait photography that focus' on uncovering the personality of whoever we're shooting. You run to your maximum effort. New Balance creates the strongest, most durable and best-looking running gear out there. The perfect combination.

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Because no run is average, why shouldn’t that apply to our location?

NO HALF MEASURES is about celebrating everyone in their own journey. It felt appropriate not to do like everyone else and shoot in the classic London urban landscape. Putting the spotlight on a different city sparked a range of inspiration and a campaign better suited to the pan-European reach.



Agency 20ten

Creative Director/Director Sam Richardson
Art Director Jade Nodinot
Photographer/Director Ede Dugdale
Production Co Progress Films
Editor Alex Pulford
Videographer Max Dos Santos