New Balance 740 Campaign

For the launch of the New Balance 740, I was commissioned to create a visual story rooted in South East London tradition. The concept was to hero the heritage and street-level charm of the 740 by placing it within a space that felt deeply local, familiar, and culturally resonant.

We chose Mary’s Café, a beloved British institution in South London known for its legendary breakfasts and its enduring role in the community. The café, with its tiled walls, formica tables, and ambient buzz, served as the perfect backdrop—its authenticity echoing the legacy and grit of the 740 silhouette.

The shoot aimed to feel lived-in and unfiltered, paying homage to both the trainer’s archival DNA and the working-class spirit of the area. Every frame told a story of roots, routine, and local pride—with the 740 at the centre.