New Balance Singapore

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  • New York Festivals
    2005: Finalist - Best Editing
  • Times Asia-Pacific Advertising Awards
    2004: Finalist - Best Use Of Motion Graphic Design
  • Malaysian Video Awards
    2004: Gold - Best Editing
Client: New Balance
Agency: Foote, Cone & Belding Singapore
Director: Maurice Noone

This TVC starts off seeming quite ambiguous, slowly telling the story through a series of selected shots; close up shots of bright red paint being smeared on the walls, shaving foam being squirted along to shape forms on a mirror in a dim lit bathroom and a cake being prepared with icing that has taken an unorthodox pattern; actions are as if they are possessed. The soundtrack builds to the mood of the piece, along with contrasting shots of colour, darkness and abstraction. The people in it seem like they are unaware; being lead by a force of anticipation. The shot of the red paint brush falling, a set of eyes looking into the mirror as realisation takes place and the icing on the cake finally reveals that the route for Singapore Marathon has been drawn and that 'The Race is On'.