Balenciaga
A New York Minute: Keep Rolling
Jun 2026
Balenciaga’s 'A New York Minute: Keep Rolling' campaign takes a documentary-style approach to luxury fashion. Directed by Celine Song, the series unfolds through a collection of vertical, live-action vignettes set against the backdrop of New York City. The project features actor Sarah Pidgeon in a range of urban settings, from the interiors of a dry cleaning shop to rain-slicked night streets. Creative direction by Pierpaolo Piccioli leans into a cinematic, moody aesthetic, utilizing natural light to frame candid interactions and movement. Produced by Iconoclast TV, the campaign relies on an analogue film technique to ground the high-fashion styling in an authentic, atmospheric urban narrative.
Vertical, Cinematic
Natural light
Luxury Fashion Houses
Street
Advertising Campaign
