New Balance x Sports Direct ‘No Half Measures’ Campaign

Objectives 🎯

Cortex was approached to bring on board community members Ede Dugdale & Max Dos Santos to shoot, style & film a campaign for New Balance x Sport Direct.

Concept 🔬

With creative direction from 20 Ten Creative’s Sam Rambles, our brief was to provide footage showing sport togetherness, confidence, performance, running as a feeling & people giving their all. ‘No Half Measures’ being a call to arms for people to be who they want to be and become fearlessly independent as a result.

Services 🛠

Photo production, video production, styling

Results 🧪

Campaign spread across Sports Direct’s social media and stores across the UK & Europe

Photographer & stylist
Photo assist & lighting
Creative Direction
Ede Dugdale
Benji Reeves
Max Dos Santos
Sam Rambles c/o 20Ten
Annelie Bystrom
Progress Films
New Balance x Sports Direct ‘No Half Measures’ Campaign
© 2021