Gauchoworld and FMLY CRTV Represent London in Campaign for New Balance and Footpatrol Starring tendai

Gauchoworld and FMLY CRTV combine for ‘Our Traditions’, a campaign for New Balance and Footpatrol.

Directed by Dean George, the film sets out to authentically represent what it means to be ‘Made In the UK’, following Newham based singer-producer tendai as he traverses London, hero-ing the 991v2 through a story rooted in ‘Continuing Tradition’. The traditions, the history, all part of what it means to be Made in the UK.

With ideation and concept development handled by Pifivy, the in house creative studio of Dean’s own magazine Gauchoworld, they explored some of the traditions that make people unique - skipping the last few steps on the staircase, walking around street signs - and visualised how those traditions intersect between both tendai’s world and the world of the 991v2.

The multimedia campaign takes the form of a film, vignettes, stills and an interview, produced in collaboration with East London production house FMLY CRTV.

Dean shared his thoughts, “Having both the creative director and director roles for this project I really wanted to make sure the concept had relatability throughout. The campaign explored some of the traditions that we can all relate to - skipping the last few steps on the staircase, walking around street signs, being alone in your own space whilst taking in your favourite tracks - and visualised how those traditions intersect between both tendai’s world and the world of the 991v2.”

More on Gauchoworld here.

Find Dean’s FMLY Portfolio here.