The New Balance x Old Bay collaboration celebrated the limited-edition BurnX3 lacrosse cleat, inspired by Maryland’s deep-rooted lacrosse culture and the region’s iconic seasoning. Built around the concept that everything is better with Old Bay, the campaign combined green-screen production and visual effects, to create a playful, scripted comedy sports campaign serving as the hero launch asset for the retail debut at Dick’s Sporting Goods.

Client: New Balance
Production Company: Cintri
Post Production Company: Cintri