AFCON 2022: Ghanaian creative content producer, Ekow Barnes, produces campaign for global sportswear brand, New Balance

Ghanaian creative content producer and writer, Ekow Barnes, whose latest work is a campaign for global sportswear brand New Balance, is launching a new production company.

The company, called WB Group, brings together creatives across the African continent to meet the growing demand for high-quality production work.

Ekow Barnes, with years of production experience, has worked for many global brands including Mercedes Benz, Johnnie Walker, Away, Birkenstock and Facebook. Launching this new company with his co-partner, William Annoh is part of their vision to create a high-value team on the continent that can serve the global demand for creative production and services.

"Having so much creative talent on the continent, the launch of WB Group simply seeks to harness the wealth of African creativity through creative collaborations to produce for brands - data-backed

and strategy-led visual stories that are nuanced with African values and exuberance” he says.

“WB Group is a leading next-gen production studio that specializes in still and moving images and exists to champion the creative arts agenda by sharing relevant stories and brands that matter.

We work in tandem with brands to create, produce, and distribute thought-provoking, purpose-driven content for ad editorial, cultural and other media projects. Working with teams of artsy photographers, artists, producers and crew, WB Group brings partner brand’s visions to life while averting stereotypes and re-representing marginalized communities through visuals and data-driven storytelling,” reads the newly formed company’s profile.

Setting the tone for the company’s excellence, the debuting campaign produced by WB Group for global streetwear brand: New Balance, features striking visuals of the New Balance ‘The Lion Roars’ boots designed for the Senegalese football player, Sadio Mané. Being an African focused production company, the visuals take a step from New Balance’s regular style and introduce new sceneries with African overtones that elevate the campaign and tell a compelling

story.

The campaign invites people to share in Sadio Mane’s vibrant and bright culture and his unrivalled drive to win.

Follow WB Group on Instagram, and visit www.wbgrouprepresents.com to learn more.

Watch the full campaign visuals here