How You Move Is Who You Are.
Time Out Los Angeles × New Balance
Time Out Los Angeles × New Balance
The Ask
Create a $250K Q2 2027 partnership between Time Out Los Angeles and New Balance that authentically connects NB Lifestyle with Hispanic and bicultural Gen Z and Millennial Angelenos through social-first storytelling, editorial content and community-led experiences.
Creative Team
Kelsey KlungelStrategy, Concept, Copy & Design
Audience & Insight
Movement is culture.
For this audience, movement is more than physical. It is how culture gets discovered, shared and carried forward.
New Balance gets them there.
Time Out gives them a reason to go.
The Big Idea
How You Move Is Who You Are.
A platform that turns the many ways Angelenos move through their city into a celebration of identity, discovery and belonging.
Social & Community
Movement, made participatory.
Recurring Movement Sundays, creator stories and paid social invite Angelenos to see their neighborhoods—and themselves—in a new way.
Experiential & OOH
The city becomes the canvas.
Mirror installations and hyperlocal out-of-home placements put the campaign directly into the neighborhoods where culture is already moving.
Community & Editorial
Built with the people who move LA.
Community partners and Time Out editorial give the platform local credibility, practical utility and an ongoing life beyond paid media.
Measurement
Designed to move people—and the brand.
