Ever wake up and instantly know that today is going to be unlike any other? The 365 short films about balance we’ve made for New Balance double as a daily alarm clock app, making every day unique from the get-go.

Mother hooks up with New Balance and realizes: screw the mainstream. From now on it’s all about 1-to-1 laser-targeting. Every pair of shoes deserves its own campaign, its own film. Yeah, that’s right.