BuildingBensonTech
JOURNALWORK
A write-up of Amine's 2024 campaign for New Balance: a painted sky, one tree and a whole world built on a single set.
- DATE
- Sep 30, 2026
- PROJECT
- Amine for New Balance
- WORDS
- Clover Studio
- READ
- 6 min read
How do you build a world on one set?
How do you make a sneaker the hero without losing the people?
How do you make a campaign feel like a place you'd want to visit?
For Amine and New Balance, Clover handled creative development, production, photodesign and post on Benson Tech: one built landscape, a full cast and a run of pictures that make a single set feel like an entire town.
ONE TREE, ONE SKY
A storybook landscape, built to be shot from every side.THE SET
Everything starts from a painted sky and a single tree. Grass, a low wall and a handful of headstones make up the rest. It reads as a storybook landscape, slightly too perfect, which is exactly the point.
Because the set was built rather than found, it could be shot from every side. Each angle gives a new background, so a single build carries the whole campaign.
Two friends under the tree with a third sitting on the grass
1 / 3
The set does the world-building, so the people can just be themselves.
THE CAST
Friends first, models second.
THE PRODUCT
With the world built, the sneaker could be photographed like a character too: on the grass, mid-step, catching the same light as everyone else. Close-ups were shot on the set itself rather than in a separate product studio, so they belong to the same story.
THE RESULT
One build, a full cast and a set of images that work as a campaign, a lookbook and a run of social frames. It is the approach we come back to most: build the world once, then let people live in it.
Benson Tech, the badge on the set.
