New Balance and Platypus Shoes teamed up for 3-week campaign that showcased the talents of Melbourne-based hand-poke tattoo artist Courtney, known as Pokyodrift, alongside their iconic heritage 480 silhouette.
Courtney's traditional form of hand-poke tattoos made her a perfect fit for both New Balance, a brand rooted in heritage, and Platypus, known for its focus on artists.
The campaign took a documentary-style approach, offering an intimate glimpse into Courtney's studio. While she worked on a client, the photography team seamlessly captured shots of the NB footwear from unusual angles, resulting in unconventional visuals.
Time was spent carefully digitising Courtney's flash tattoos and her sketch of the tagline 'Make Your Mark' before tastefully superimposing them over the campaign imagery.
We reached a wide audience through printed displays in over 180 store windows, as well as digital assets across web, email newsletters, and social media. A standout feature was a compelling short documentary video, providing viewers with a deeper understanding of Courtney's craft and collaboration with New Balance.
The campaign was considered a succuss, with the exclusive 480 models becoming one of Platypus' top 5 best-sellers for the month.
— Courtney @pokyodrift
— Phoebe Murphy, Yianni Kouros
Graphic Design & Rollout
— Yianni Kouros
— James Labagala, Dulce Amore, Amber McIntosh
— Campbell James, Ian Ferguson
— Nick Wood
— Briony Kent