Balenciaga: A New York Minute: Keep Rolling

Jun 2026

Balenciaga presents 'A New York Minute: Keep Rolling,' a campaign series directed by Celine Song and produced by Iconoclast TV, with creative direction by Pierpaolo Piccioli. The project captures a series of candid encounters across New York City, grounding high-fashion pieces in an urban, observational context. The series leans into a documentary aesthetic, utilizing natural light and live-action techniques to frame the brand's accessories and apparel within the city's architecture. Actor Sarah Pidgeon appears throughout the vignettes, transitioning from the interiors of local shops to rain-slicked streetscapes at night. The visual approach prioritizes cinematic framing and a moody atmosphere, shifting from the clarity of daylight scenes to the reflected ambient lighting of the city after dark.

Vertical, Cinematic

Natural light

Street

Advertising Campaign