CONVERSE BACK TO SCHOOLDo you remember your high school days? This 360 campaign takes us through a chaotic school day through the lens of a rebel. In this world, we celebrate the spirit of those independent enough not to follow.
Each element of this campaign world was carefully curated to build a world we've connected with and ultimately shaped who we are today. The creative tapped into hearts and memories.
BRIEF
Craft a motion-led 360 campaign for the Back to School season that drives brand love through emotional connection for the Gen-Z audience. Drive product awareness and sales of seasonal colors across owned and wholesale retail channels.
STRATEGY
Capture a timeless look and feel that outlives trend cycles. Feature style expressions that represent American youth subcultures today, capture relevant product styling, and create authentic community representation. The objective of the tone is to inspire Gen-Z consumers by tapping into nostalgia for a worry-free youth.
Create a flexible and varied campaign ecosystem to combat content fatigue. Craft high-energy video content with quick transitions to boost engagement in digital marketing.
OUTCOME
Incredible organic engagement across socials, product sell-through of featured SKUs across retailers. This campaign informed the development of the 2025 Converse brand voice. 50-75% sell through on select featured styles at select retailers. The campaign ecosystem allowed for content refresh throughout the season by providing multiple 10sec video cut-downs and a wide array of static assets.
See the in-feed post performance here.
ROLE
Art Direction, Concept Creation, Creative Strategy, Campaign development & Execution.
DESIGN SYSTEM
A yearbook-inspired design system was created to enhance the nostalgic back-to-school element.
STRATEGY + CREATIVE DEVELOPMENT
