New Balance:

Season in the Balance

Meet the Canandaigua Academy Braves, led by Coach Ed Mulheron. Check out the types of challenges the Braves will face on and off the field. The best part of the upcoming season? They won the state championships!

In 2009, I worked as the Digital Creative Director for New Balance, overseeing the online creative, execution, social media strategy, and program management. A fun project with a great team of collaborators, Season in the Balance was an online documentary that followed the ups and downs of a high school lacrosse team from Canandaigua, NY. We actually launched a casting/audition site in late 2009 and selected the team from their fantastic submission.

As the Digital Creative Director for New Balance, I handled the front-end dev, art direction, program strategy, social media engagement, and information architecture. It was great storytelling and a breakthrough idea to reach high school students in a niche sport like lacrosse. What better way to connect with other lacrosse players than to follow a single time through the highs and lows of their season. The most challenging part of the program was managing all the social media needs by myself. The client really didn’t fund (and we didn’t scope it out properly) twitter and FB updates, but I still managed all those channels and the core show website.

Watch the full season here on YouTube.

Digital Creative Director - Hafiz Huda

Creative Director - Matt Glarner

Directors: The Good Guys (Directors, DP) — Based in New York City, and serving as both director and director of photography, GoodGuys (Nathan Crooker & Brian Jackson) specialize in high-end, real person television and internet advertising


Casting/Audition site launched in the Fall of 2009.


The show microsite was actually a blog with augmented video capabilities. This was the best way for us to allocate dollars because the production quality and directors were the key investment.



The actual web series had light product branding, but the website needed to feature a variety of equipment from Brine and New Balance.


I managed the day to day social media as well as the design of the email blast to New Balance partners like Brine, Warrior and Finish Line. The budget was lean for social engagement.


The wrap-up website after our microsite closed down. This archival page was hosted on for a number of years.

© 2020 Hafiz Huda & Birne LLC.


Contact me for further information regarding my work or future collaborations. 

create @
Seattle, Washington