Twice per year the Converse Global Brand Marketing team publishes global directives – large documents consisting of assets, tactics and narratives for seasonal product stories.

Each global region is responsible for implementation of those stories locally, dependent on regional strategies. 

How do you set a global standard that empowers and inspires regional marketing and creative teams, without limiting them?

How do you set the bar for creative excellence and ensure global brand consistency?

Serve. Celebrate. Never have to sell. Articulate the reason why by showcasing the very best in class the brand had created up to that point. Circulate amongst global stakeholders by involving them in that articulation. 

An editorial approach paired conversations of global brand creative and marketing leaders with examples of all the various consumer touch points exemplifying the brand look and feel. 

Seasonal Directives provide a toolkit, regions can design to.

The Brand Experience  Document provided an inspiration or springboard the regions can design from, advancing the brand to be more dynamic region to region and in the audience’s life.

Role

• Assoc Creative Director,
  Brand Design 2014 - 2016

Role & Deliverables:

• Creative Direction

• Art Direction

• Design

• Casting

• Copywriting

• Key Visuals

• Photography

• Videography

• Retail

Special Thanks to:

David Carrewyn
Adam Cohn
John Osborne
Brent Gentile
Matthew Regonini
Converse Brand Design

Say Motion
Motion Graphics & Animation (Unleashed Awards)

Anomaly
Advertising Agency