We want to convey that it is not a trend or something, but something that is really good.
You have worked on various visuals for New Balance, haven't you? Is there anything you keep in mind when working with "New Balance"?
Takesaki:We try not to do anything too innovative. As I mentioned earlier, we are a brand that is based on the "new with the past, new with the present," so I would like to make sure that our products are in tune with the times.
I think it's a brand with a trad mindset.
Takesaki:Trad mindset, yes. I also value that kind of respect for history. Of course, I have a model or theme in mind for the shoot, but I make a proposal based on that, saying, "I want to do it in this historical context.
Teddy Santis of Aimé Leon Dore has been appointed creative director of "Made In U.S.A." for New Balance, and the visuals he created are really cool. The visuals he created are really cool. Instead of using the hottest people of the moment, he photographed people from various professions in New York City as models. I learned a lot from him in the way he creates advertisements that do not rely on the name recognition of the person.
Personally, I am very attached to the visuals for the "550". To be honest, I wondered if this model would fit in with the current era. I thought, "Will this model fit in with the current era? It's a bash, and it's a very classic design. However, since the model was released in 1989, we were able to create an interesting worldview by gathering props and styling with the 80's as the keyword. As a result, the model became extremely popular, and I was able to get the global team at New Balance to approve it, which gave me a good feeling about the response I was getting.
It's been more than 30 years since its launch, but when I look at it visually, it doesn't look old-fashioned at all.
Takesaki:It's strange, isn't it (laughs)? New Balance has a long history among sports manufacturers, and I think it is a very down-to-earth brand. I think it is a brand that is very down-to-earth. This is a personal story, but I like things that transcend time, and New Balance advertisements have always been like that. The famous ad visuals of the 70's featuring grandparents have the power to endure the times. We want to convey that something is truly good, not just trendy. I am deeply impressed by the importance you place on such a sense.
