PROCESS — NEW BALANCE NUMERIC’S “SUNLAND”
There’s a mindset today, especially in America, whereupon doing things the easy way is doing things the best way. Everyone who’s left skin on the concrete or blood on the stairs, or limped to the car after trying a trick for two hours, knows this to be untrue. There is no easy way when trying to accomplish the impossible, but there is always, always, always a process to getting what it is you want so badly. Russell Houghten and the New Balance Numeric team put in hours upon hours of work on their latest video project, "Sunland". It looked like it was one single take with a bunch of crazy shots and tricks. But was it? This is the Process of how that video was made. – sb
