New York doesn’t wait for you to get the shot. It keeps moving: past the lights, past the crew, past whatever fiction you’re trying to construct on its sidewalks. Balenciaga’s new campaign, A New York Minute, places its Fall 26 collection right in the middle of that momentum, rolling the camera until the real and the staged become impossible to separate.

Launching just yesterday, the campaign marks the first collaboration between Creative Director Pierpaolo Piccioli and Oscar-nominated filmmaker Celine Song — the visionary behind Past Lives and, most recently, Materialists, both shot in New York. The result is a trilogy of films, each exactly 60 seconds long, each serving as a meditation on the city and the machinery of image-making itself.

Starring Sarah Pidgeon — acclaimed actor, friend of the House, and the rare talent who can make picking up dry cleaning feel cinematic — the films follow a single character across a morning, afternoon, and evening in Manhattan. TechWear separates, Jet sneakers, Balenciaga x Manolo Blahnik pumps, and three black leather bags — Le City, Le 7 Bowling, and Rodeo — move through the city alongside her. Then Song calls “keep rolling,” and the illusion beautifully begins to fracture.

In one film-within-a-film flourish, Pidgeon’s character is stopped by a fictional crew shooting a rom-com whose protagonist happens to be carrying the same Le City bag. The recursion is playful, precise, and unmistakably Celine Song.

The campaign also extends onto Instagram through the burner account @keeppprolling, which captures the unglamorous in-between moments Piccioli shot himself: the preparation, the pauses, the aftermath. Its existence becomes yet another reminder that the city, as always, just keeps moving.