Art Director- Shani Pleasants
Producer- Brian Martinez
Designer- Zach Stremmel
DTLR and New Balance’s annual collaboration brings a culturally relevant theme to a limited-release sneaker, and this year’s concept, "Moon Sign," draws inspiration from astrology and the mystical power of the moon. Tasked with creating the logo, social content, and photoshoot campaign, we explored various directions before landing on tarot and its connection to the moon.
To bring this vision to life, we designed a custom "Moon Sign" Tarot Deck and transformed the photoshoot set into a tarot card shop, seamlessly integrating the theme into both the visuals and social campaign. By blending tarot, astrology, and sneaker culture, we created an immersive storytelling experience that elevated the shoe’s release and resonated with the audience.