For the launch of the New Balance 204L, Lab Class partnered with Office Shoes to produce a video and photography campaign shot on location in Queens, New York. We chose Queens to capture the authentic energy of the city — a side of New York that feels lived-in, diverse, and far from the usual tourist landmarks.

The campaign featured native New Yorkers model & filmmaker Frankie Cavalcanti and stylist Cassie Jekanoski — not only did Cassie feature in the campaign but she also styled it, her creative collaboration brought a genuine local voice to the film and imagery.

From pre-production planning through to directing, on-set production, and post-production editing, Lab Class delivered full video production and photography services for this brand campaign.