“If you work in a business where connecting to creative culture is absolutely essential to your business success these guys have to be on your list. Their creative output speaks for itself, but their strategic acumen and ability to translate strategy to creativity sets them apart. Fact of the matter is that creative success is a matter of referencing culture in a way that aligns to the possibilities of a product or service. They get the culture that matters today. That makes the creative easy.”

- Director, Global Brand Marketing Converse

 

How do you picture comfort? How do you express an element of time in a static image? Converse Essentials were developed to go beyond basic. They are essential to your wardrobe. When worn and washed repeatedly, these Essentials actually get better with time.

To illustrate the products’ attributes of soft, comfy, and better with time, we introduced a contrast of rough and textured, to soft and smooth. The product was showcased on tables made of bailed bundles of fleece sandwiched between concrete slabs.

Contrast was key to represent both softness and longevity. The brutalist backdrop of poured concrete brings texture, warmth and a sense of drama to the heroed product.

 

Deliverables

  • GTM Strategy

  • Campaign Strategy

  • Creative Direction

  • Art Direction

  • Casting

  • Copywriting

  • Key Visuals

  • Retail Concepts

Special Thanks To:

The Converse Marketing & Brand Design Team

Carlos Serrao
Photographer

Jukebooth
Video Editor

All Good Things
Producer

Evert Lee
Retail Creative Director

Quarter 20
Retail Renders