Vice x New Balance

To understand Vice is to understand and respect underground roots culture – the locus of trends destined to one day become relevant mainstream culture. We bridged Vice with underground sports enthusiasts in Japan to mine a deep-rooted resource and capitalize on the resulting buzz.

OPPORTUNITY

VICE New York were seeking to reach local underground sports enthusiasts in Japan. They wanted to target the avant-garde biker community and hoped to come across talent that would create compelling video content. This was a 3 part series called MOVEMENT, presented by New Balance.

SOLUTION

The main goal was to source local talent in the underground biker community and scout locations for the video shoot. VICE needed a full production crew to illustrate the importance of living by your own rules. We captured every iconic spot, from the Shibuya crossing, to the mountains of Okutama.

RESULT

The content created were a massive success, leading to numerous requests from VICE on a continuous basis. The MOVEMENT episode in Tokyo generated great buzz among online audiences worldwide and reached 500,000 organic views. They can be seen on various VICE and i-D platforms.