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New Balance Launch on Pomelo
Project type
Creative Direction, Art Direction, Film Direction
Date
2020
Location
Bangkok
Role
Creative Director, Art Director, Film Director
Meeker
Nicole Lee
Pomelo is a Southeast Asian digital fast fashion brand with a particularly strong appeal to 18-35 years old digitally-proficient women. In 2020 it launched it's platform to offer customers a wider variety of categories and brands to choose from.
The campaign celebrates the launch of sports category on Pomelo's platform, headlined by New Balance while spotlighting a curated selection of high profile brands. Nicole worked as the creative director for the ad campaign, social campaign and platform visual identity.
The creative direction is inspired by the nature of a playground; it's about the freedom and mobility to shift between an individual's various style and lifestyle needs. Equally, that is also the importance of the philosophy of #PomeloGirls
