Rebel Rebel
New Balance by TurboStrategy and Concept: Turbo
DOP: Sebastian Mamaj
Design / 3D: Joy Studio
Photos: © Turbo
The concept started with the place itself. Warsaw has a long, often overlooked history of its
Vietnamese and wider Asian community, and the race was built around that story. We leaned into
the atmosphere of underground street racing — a Tokyo Drift energy, but filtered through the grit of
1990s Eastern Europe. Not polished, not nostalgic for someone else's culture, but rooted in a
specific Warsaw that actually exists.
Vietnamese and wider Asian community, and the race was built around that story. We leaned into
the atmosphere of underground street racing — a Tokyo Drift energy, but filtered through the grit of
1990s Eastern Europe. Not polished, not nostalgic for someone else's culture, but rooted in a
specific Warsaw that actually exists.
We produced a set of teaser films set at Bakalarska — the market that has long been a centre of
Warsaw's Asian community, and the natural home for this story. Shooting the teasers there
grounded the whole project in a real location rather than a generic 'street' aesthetic. For race day
itself we designed the start numbers and a series of posters, extending the identity from screen to
print to the body of the runner.
Rebel Rebel is the kind of project that sits at the centre of how Joy Studio works — branding for
sport and culture that takes the community seriously, designs from inside it, and turns a product
launch into something people actually want to be part of. Working with Turbo and New Balance,
the brief was never just to make a race look good. It was to make a running event feel like it
belonged to Warsaw — and to the people who race through it.
Warsaw's Asian community, and the natural home for this story. Shooting the teasers there
grounded the whole project in a real location rather than a generic 'street' aesthetic. For race day
itself we designed the start numbers and a series of posters, extending the identity from screen to
print to the body of the runner.
sport and culture that takes the community seriously, designs from inside it, and turns a product
launch into something people actually want to be part of. Working with Turbo and New Balance,
the brief was never just to make a race look good. It was to make a running event feel like it
belonged to Warsaw — and to the people who race through it.