New Balance Athletics, based in Boston, is launching the first global New Balance Made content campaign–Made Mondays, a live documentary series profiling the next generation of creators. New Balance bills the project as the first-of-its-kind, immersive narrative film concept, developed in partnership with Oscar- and Emmy-winning RadicalMedia (What Happened, Miss Simone?, and Hamilton’s America) and directed by filmmaker Marcus Haney (No Cameras Allowed, Coldplay’s “A Head Full of Dreams”).
Made Mondays debuts on October 10 and will be broadcast in real-time on four consecutive Mondays on Facebook Live via New Balance’s global channel. The series will shine a spotlight on creators who–in the true 21st century sense of the word–are using their curiosity, talent, and passion to foster community, create new cultural spaces, and influence public discourse. An unprecedented social media viewing experience, Haney will shoot the episodes using multiple cameras to capture the creators live during key moments in their process, creating an exciting, unscripted, anything-can-happen environment.
“Not only is it an opportunity to explore and engage with talented and passionate creators, but we’re broadcasting the experiences live–raw and real, no flowers, no frills,” said Haney.
“We’re always interested in exploring the ways brands can create entertainment and how storytelling evolves across these emergent platforms,” said RadicalMedia executive producer Joe Killian.
“We like to integrate technology where it really can enhance the story and play a meaningful role,” said RadicalMedia EP Jon Doran.
“Through the new Made platform, we are excited to redefine what craftsmanship means to a new generation. Our work with RadicalMedia and Marcus Haney harnesses the spirit of innovation, leadership and is forward thinking. The content program is a fresh approach to New Balance Made, something that is core and authentic to who we are,” said Tim Malone, New Balance’s sr. global lifestyle marketing manager.
Made Mondays will live stream on October 10th, 17th, 24th, and 31st. The live streams will occur three times daily beginning every Monday afternoon–viewers can sign up for live broadcast notices by liking New Balance’s global Facebook page (click here) and subscribing to live video notifications. Made Mondays content will also exist after the live stream on demand via Facebook, other New Balance-owned social media channels, as well as proprietary digital destinations.
