New Balance x Jack Harlow

The TRACK Grand Opening

The grand opening of The TRACK at New Balance in Boston was a landmark event that seamlessly blended sports, music, and culture. The evening featured an exclusive live performance by Jack Harlow, transforming a standard VIP opening into a global hybrid live experience. The event was live streamed across multiple platforms, reaching millions worldwide.

My Role

Design & Creative Director at First Tube

As the Design & Creative Director at First Tube, I was the driving force behind the event's creative vision and execution. My responsibilities encompassed:

Promotional Trailer Creation: Starting with a still image from CAA, I conceptualized and produced a dynamic 3D animated promo using Cinema 4D and After Effects. This trailer was distributed across New Balance and Jack Harlow's social media channels, generating excitement leading up to the event.

Stage Design: Collaborating closely with the show director, I developed a 3D mockup of the stage, featuring an LED floor and wall set within the environment of The TRACK. This mockup included lighting and production equipment, providing a visual blueprint for the live performance.

Live Event Content Creation: I designed and produced content for the stage's LED screens and the large screen inside The TRACK, ensuring a cohesive visual experience that complemented Jack Harlow's performance.

Broadcast Package Design: I crafted the broadcast package for the livestream, including a countdown timer, show open, lower thirds, and the end title card. These elements were designed to enhance the viewing experience and maintain brand consistency.

Post-Event Social Media Campaign: Following the event, I continued to develop social media content for New Balance and Jack Harlow, extending the event's reach and engagement across platforms.

Mixed Reality Broadcast

With only 3 weeks before showtime, we developed and launched a groundbreaking mixed reality (MR) experience—one of the first ever produced outdoors at night during a concert setting. Using Unreal Engine and Pixotope, we brought the iconic Grey Goose flock to life, flying above the live audience in real-time, integrated into handheld and robo-camera footage using Stype Red Spy tracking.

This had never been done before in an open-air environment under these lighting conditions. Our creative direction called for vibrant illumination, particles inspired by the essence flavors, and a sense of wonder and surprise that echoed the product's sensorial themes.

Screens Content

Just two weeks before the event, Kehlani’s team informed us that her tour visuals wouldn’t be ready. I stepped in and brought on See You Later to bring my vision to life. I concepted the full 45-minute visual experience, aligning Kehlani’s lyrics with the Grey Goose Essences brand identity developed by MullenLowe, to create a cohesive and emotionally resonant narrative across the show.

See You Later executed the motion design and animation using Cinema 4D and After Effects, delivering content tailored to the partially transparent LED stage wall. Our visual approach emphasized negative space and alpha transparency to integrate seamlessly with the open-air backdrop, including the Brooklyn Bridge skyline.

To create visual harmony across the entire performance environment, I also directed the lighting color palette, ensuring that the onstage lighting complemented the screen content and enhanced the tone and energy of each moment. Using Disguise D3, we delivered responsive, real-time playback and made on-the-fly adjustments on set, ensuring the visuals supported both the artist and the brand in every frame.