New Balance × MSFTSrep — Skate-Fashion Brand Film, Tokyo
Jaden Smith's management hired us to make the brand film for New Balance's collaboration with his label MSFTSrep, pronounced "Misfits". Jaden drove the creative direction but chose not to appear. Instead, the film features local Japanese talent in a raw, skate-fashion style on the streets of Tokyo, so this brand video production moved at the speed of a skateboard.
How we produced it
We worked in Shibuya, Shinjuku and Harajuku with a small, nimble team, shooting fast, spontaneous, natural moments. The DOP rode a skateboard alongside the skaters, which gives the film its energy and raw feel. We shot on the DJI Ronin 4D for speed and movement, and on the ARRI Alexa 35 with vintage lenses for texture.
The cast came from modelling agencies across Tokyo. Filming like this depends on knowing the city: which locations work, how to move between them, and how to get the shot without friction.
What we delivered
We delivered the edited brand film for New Balance × MSFTSrep.
See more of our fashion and brand film production in Tokyo.
Client: New Balance × MSFTSrep (via Jaden Smith's management)
Location: Shibuya, Shinjuku and Harajuku, Tokyo, Japan
Services: Production, casting, location planning, filming, editing
Crew: Director/DOP Andrew Goldie and a nimble crew
Kit: ARRI Alexa 35 with vintage lenses, DJI Ronin 4D
Deliverables: Brand film
