New Balance “The Local” Campaign with HYPEBEAST

Sports & Fashion Video Production - Shanghai 2025

New Balance launched its latest 24/7 footwear series in China through a bold social media campaign titled “The Local,” produced in collaboration with HYPEBEAST. This China-based video production project showcased local influencers wearing the new shoes while authentically representing their lifestyles.

In Shanghai, we worked with Chinese-Canadian rooftop photographer Jennifer Bin, known globally for her striking urban photography that captures city geometry and architectural patterns. Her images have gained a strong following on platforms such as Instagram and 500px.

Our China video fixer and production team supported an overnight shoot with Jennifer—from sunset to sunrise—across multiple iconic Shanghai locations. The fixer arranged exclusive rooftop access, coordinated with local security, and navigated through crowded night markets to secure unique vantage points.

The director and DOP were flown in for the shoot, while the rest of the video crew was sourced locally in Shanghai. With a seamless collaboration between New Balance, HYPEBEAST, and our experienced China-based video production team, this campaign delivered stunning visuals and smooth execution.

China Video Production | Shanghai Fixer Support | Rooftop Photography