atmos pink × New Balance “Pink Vacation” Promotion

The project began with a fresh interpretation of the shoe’s central theme, “Pink Vacation.” Instead of following the conventional association of pink with femininity or girliness, we positioned the color as a metaphor for natural self-expression. This idea became the heart of the concept. The idea of a “vacation” was also reframed—not simply as physical escape or leisure, but as a mental and emotional journey: a break from the ordinary that invites creativity and confidence to the surface, unlocking a sense of authenticity through the color pink.

The promotional videos followed a surreal, introspective journey of a young woman navigating dreamlike landscapes. We produced four short teaser films, leading up to a longer, full-length version released on launch day, creating a two-phase promotional arc that gradually built anticipation.
The narrative hints at a quiet rebellion: “Maybe it’s a runaway. Maybe today, alone, I can do things I normally wouldn’t.” It captures the feeling of personal freedom and rediscovery through unfamiliar surroundings.
All visual elements, from illustrated trees to bespoke props, were crafted in-house by the monopo team.

Led by monopo producer Sugawara, our video team brought together young talent and experienced creators to achieve a delicate balance of fresh sensibility and high production quality. The result: a film praised by the client as “the best we’ve ever seen.”

The pop-up shop’s spatial design was an extension of the surreal visual world introduced in the videos, transforming elements of nature into unfamiliar, dreamlike landscapes that invited exploration and sparked visual curiosity. Instead of creating a typical singular photo spot, the entire space was designed to be immersive and inherently photogenic—seamlessly blending storytelling with spatial experience.

For the reception event, we collaborated with five key influencers to help amplify the launch. monopo also led media outreach efforts, generating buzz and organic traction across social platforms.

Post-launch, the campaign saw engagement levels on social media that exceeded projections. Although the concept took a bold step outside traditional streetwear culture, it deeply resonated with fashion enthusiasts.

Most notably, the entire line sold out in just two days—a testament to the power of a cohesive brand experience that seamlessly united video, photography, spatial design, and event planning.