New Balance x JD | Macaron Collection

As the Creative Designer and Art Director for the New Balance Macaron Collection at JD Sports, I defined the visual identity and studio production for this exclusive retail drop across key footwear models. Drawing inspiration from the soft hues, rounded edges, and layered textures of traditional macarons, I translated concepts across Strawberry, Salted Caramel, and Raspberry Chocolate colorways while seamlessly integrating JD Sports branding. My responsibilities spanned directing studio photography and strict styling guidelines, mapping dynamic motion and video assets with floating textures, and conceptualizing high-tier retail displays to maximize in-store impact.