New Balance x Jack Harlow
The TRACK Grand Opening
The grand opening of The TRACK at New Balance in Boston was a landmark event that seamlessly blended sports, music, and culture. The evening featured an exclusive live performance by Jack Harlow, transforming a standard VIP opening into a global hybrid live experience. The event was live streamed across multiple platforms, reaching millions worldwide.
My Role
Design & Creative Director at First Tube
As the Design & Creative Director at First Tube, I was the driving force behind the event's creative vision and execution. My responsibilities encompassed:
Promotional Trailer Creation: Starting with a still image from CAA, I conceptualized and produced a dynamic 3D animated promo using Cinema 4D and After Effects. This trailer was distributed across New Balance and Jack Harlow's social media channels, generating excitement leading up to the event.
Stage Design: Collaborating closely with the show director, I developed a 3D mockup of the stage, featuring an LED floor and wall set within the environment of The TRACK. This mockup included lighting and production equipment, providing a visual blueprint for the live performance.
Live Event Content Creation: I designed and produced content for the stage's LED screens and the large screen inside The TRACK, ensuring a cohesive visual experience that complemented Jack Harlow's performance.
Broadcast Package Design: I crafted the broadcast package for the livestream, including a countdown timer, show open, lower thirds, and the end title card. These elements were designed to enhance the viewing experience and maintain brand consistency.
Post-Event Social Media Campaign: Following the event, I continued to develop social media content for New Balance and Jack Harlow, extending the event's reach and engagement across platforms.
Creative Vision
The overarching creative goal was to create an immersive and dynamic experience that showcased the intersection of sport, music, and culture. Key elements included:
Immersive Visuals: Utilizing 3D animations and dynamic motion graphics to create a visually engaging experience that resonated with the audience.
Brand Cohesion: Ensuring all design elements aligned with New Balance's brand identity and Jack Harlow's artistic persona, maintaining consistency across all touchpoints.
Cross-Platform Engagement: Designing content that was adaptable across various platforms, from social media to the live event, ensuring a seamless experience for the audience.
Event Phases
Pre-Phase (Promotional Activity)
Timing: Promotion began over the weekend of April 23, 2024, building anticipation for the live stream event.
Platform Strategy: The promotional trailer was shared across New Balance and Jack Harlow's social media channels, generating buzz and excitement.
Live Phase (Livestream)
Date & Time: The live stream took place on April 26, 2024, at 6pm EST.
Platform Support: The performance was streamed across YouTube, Twitter, and Facebook, reaching a global audience.
Key Metrics:
Live Tune-In: 2.2M viewers on the night of the event.
Peak Concurrent Viewers: 50.1K viewers at peak on April 26.
Watchtime: 5m57s on Jack Harlow’s YouTube audience.
Post-Phase (VOD Activity)
Timing: VOD content launched on April 27, 2024, and will run for 7 days.
Goal: Extend the event's reach and drive ongoing engagement across platforms.
Results: At a Glance
Reach: 4.7M (Goal: 4.3M) +9% vs. Estimate
Video Views: 5.1M (Goal: 5.1M) - Met Goal
Watchtime: 5m57s (Best Watchtime from Jack Harlow's YouTube audience)
Live-Only Results:
Live Tune-In: 2.2M viewers on the night of the event.
Peak Concurrent Viewers: 50.1K.
Highlights: Strong performance on Twitter with 28K concurrent viewers.
Lowlights: Shorter performance affected ad spend on Facebook and LiveBox.
Technologies and Tools Used
Cinema 4D & After Effects: For designing motion graphics, animations, and 3D models.
First Tube Livebox: Enabled high-quality, seamless live stream distribution across YouTube, Twitter, and Facebook.
Social Media Strategy: Crafted post-event social media content to continue promoting the event, ensuring sustained engagement.
Challenges and Solutions
Challenge: Tight deadlines for both the promotional and live event content.
Solution: Streamlined communication with teams to ensure quick turnaround times, using an agile workflow to stay on schedule without sacrificing quality.
Challenge: Budget discrepancies caused by unexpected UK viewership rates.
Solution: Adjusted post-phase budget allocation to optimize spend and maximize performance.
Conclusion
As the Design & Creative Director for the event, I led the vision and execution from initial concept to final social media posts. Every aspect of the event, from the promo trailer to the live stream broadcast package, was crafted with precision to ensure a cohesive and dynamic experience that resonated with both the in-person and digital audience. This live concert event not only amplified New Balance's brand but also elevated the live-streaming experience with creative, immersive design that captivated viewers across platforms.
