The fashion story
One exclusive editorial production built around four styled personas. Proposed scope: 8 retouched final stills, with art direction, casting, styling and production coordination.
NEW BALANCE 990v7 × NUMÉRO BERLIN EDITORIAL PARTNERSHIP / CONCEPT 01
FAMILIAR SOLE. UNFAMILIAR ATTITUDE.
DAD'S BACK.
BUT HE'S DIFFERENT.
A new generation of character.
A different kind of father figure.
01 / THE EDITORIAL IDEA
Some things
run in the family.
Style doesn't have to.
The dad shoe has grown up. So has the man wearing it.
We take “Dad’s Back” into the world of NUMÉRO Berlin: an exploration of modern masculinity, personal style and the freedom to grow into someone unexpected.
One sneaker. Four identities. An exclusive fashion story built to be explored, with the 990v7 as the constant in a changing wardrobe.
Meet the four sides of him ↗
THE STARTING POINT
A familiar line.
A new chapter.
The supplied campaign establishes the product and its message. Our proposed editorial extends that story through casting, styling and an interactive experience.
Campaign artwork reproduced from the supplied PDF. All styling studies elsewhere on this page are AI-generated concepts, not final campaign photography.
02 / THE INTERACTIVE EDITORIAL
One sole.
Four sides.
Choose a persona.
Discover a different expression of the 990v7.
STYLING STUDY / 01
TAILORING, RECONSIDERED
The Modernist
“He knows the rules.
He just wears them differently.”
Sculptural tailoring. An open collar. A grey sneaker beneath a generous trouser break. The familiar uniform, quietly rewritten.
- Wardrobe
- Oversized wool suit / cotton shirt
- Setting
- Concrete studio, natural light
- The constant
- New Balance 990v7
AI-generated styling study. Illustrative direction only; casting, wardrobe and final product depiction subject to approval.
THE SAME SHOE. A DIFFERENT POINT OF VIEW.
Not a stereotype.
A character study.
03 / THE PARTNERSHIP
One story.
Made to move.
An exclusive production, an interactive destination
and a considered distribution plan.
The digital chapter
One standalone English responsive microsite with four-look navigation, editorial transitions, mobile layouts, accessibility checks and deployment handover.
The wider conversation
Four short motion edits, four vertical story assets and four feed crops. A proposed NUMÉRO Berlin editorial/social rollout plus paid distribution, with a post-campaign performance report.
Proposed deliverables for agreement. Final talent, usage rights, publication dates, placements and media plan to be confirmed before commissioning.
THE INVESTMENT
€60,000Proposed total budget
From the first creative thought
to the final audience touchpoint.
| Exclusive fashion productionOne production / four looks / 8 final stills | €12,000 |
|---|---|
| Concept & UXCreative direction, story, copy and interaction design | €7,000 |
| Interactive developmentResponsive build, QA and deployment handover | €15,000 |
| Motion & social assets4 motion edits / 4 stories / 4 feed crops | €5,000 |
| Media & distributionEditorial/social rollout and paid amplification allocation | €21,000 |
| Total | €60,000 |
No guaranteed reach or impressions are included. Channel allocation, flight dates, measurement and any forecast will be agreed against the final media plan. VAT treatment and usage terms to be confirmed in the final commercial agreement.
04 / NEXT CHAPTER
Let's give Dad
a different story.
Align on the creative direction and scope.
Confirm rights, timing and media.
Then bring the four identities to life.