Project: FuelCell 5280
Client: Studio MM / New Balance
Music & Sound Design: Box Of Toys Audio
New Balance launch their latest innovation, the FuelCell 5280, named after 5280 feet in a mile. Designed to make mile runners go faster, the shoe has been developed with US Olympian Jenny Simpson, who has won the New Balance 5th Avenue Mile six times in a row, and seven times all together. Studio MM invited us to create the sound for launch film.
As a running shoe focused on speed, we wanted to create an exciting and energetic track. The FuelCell logo reminded us of 90s design and so we chose to compose a 'period' piece that personifies the design aspects of the shoe. Sound design highlights movement and velocity and makes use of analogue noise to represent graphic detail.