For the New Balance 1906RFP campaign, I wanted to bring the concept of electromagnetic radiation and X-ray imaging to life, visually translating the shoe’s futuristic, Y2K-inspired aesthetic. X-rays allow us to explore the body’s inner workings without penetrating the surface—a theme I echoed through layered compositions and a precise, technical lighting setup. The shoot itself presented challenges, particularly in the complexities of the set design, but through careful planning and execution, I was able to create an atmosphere that captured the essence of the 1906RFP. The result is a hard-hitting visual narrative that blends science, style, and innovation, mirroring the shoe’s intricate design and contemporary appeal.