Jonathan Hanson - Director

New Balance "Burn X3"

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Burn X3 Cleat

Jonathan Hanson worked with New Balance and Warrior Sports to direct the campaign anthem for their new X3 shoe. As part of New Balance’s dynamic “Made For Lacrosse” initiative, they meticulously designed the innovative Burn X3 cleat, engineered to enhance speed and performance on the lacrosse field. This latest iteration introduces a range of vibrant colorways, marking a significant departure from its predecessors through the use of bold, bright colors and substantial advancements in both design and speed-plate technology. As a production company with extensive sports and footwear experience, it was privileged to collaborate with New Balance, employing cutting-edge video production techniques and CGI to vividly showcase these enhancements. The campaign effectively highlighted the superior design and performance features of the Burn X3 cleat, setting a new standard in lacrosse footwear

What we provided

Full Service Video Production, CGI and Post Production

Jonathan captured high-intensity, on-field training sessions featuring New Balance’s sponsored athletes performing a series of speed and footwork drills. Through the innovative use of CGI, we were able to zoom in on crucial foot movements, effectively showcasing the advanced features of the cleat such as the speed plate, shoe collar, and kinetic stitch. This detailed visual presentation not only demonstrated the cleat’s superior performance but also emphasized its cutting-edge design elements, making a compelling case for its use in competitive lacrosse.