Aimé Leon Dore X New Balance sonny 24 New York
Aimé Leon Dore | New Balance | Video Editor | 2024
Aimé Leon Dore's SONNY Basketball Club is always an opportunity to team up with New Balance for a capsule collection. For this campaign video, ALD flew SONNY Youth Club's Masaryk Community Gym ambassadors (Amir Lawrence, Bryan DeLeon, and Jaden Rodriguez) to Paris to spectate the inaugural international Aimé Leon Dore x New Balance SONNY basketball tournament.
This campaign video features a montage of both the trio's travelogue in Paris and the exciting SONNY tournament set to a rendition of Dalida's La Temps De Fleurs and Scred Connexion's On pense tous Monnaie Monnaie.
Not only was it a challenge to draw together DV tape footage from retro camcorders, Sony 4K Cameras and a RED 8K, but also building out an engaging narrative in a short window; a crucial element to bring a new level of raw storytelling to ALD's portfolio of work.
The final edited cut was handed off to ALD's internal design team for final audio balance and color grading. With a 5-day turnaround over a weekend, this project was an intense exercise in project and time management — to great success.