GIANT STEPS
NEW BALANCE 1906R Social-First Branded Content
Creative Direction · Concept · Direction · Editorial
Giant Steps began with a simple idea: what if street photography was treated like a sport?
The New Balance 1906R began as a performance running shoe before finding a second life as a lifestyle sneaker. I wanted to play with that history by putting the shoe back in motion — this time on the feet of a street photographer.
We follow photographer Dikka Afidick through Los Angeles as he runs, jumps, stops and changes direction in pursuit of an image. Wide-angle lenses, fast-paced editing, jazz and the ambient sounds of the city turn his process into a kind of athletic performance — while his photographs reveal the beauty and unpredictability of Los Angeles along the way.