As the creative lead and owner of this project, I set out to elevate Converse’s premium offering with a campaign tailored for a fashion-forward, global Gen-Z audience. Drawing inspiration from the iconic sparkle of Swarovski crystals and the timeless appeal of the classic Chuck canvas, I envisioned a clean yet dazzling creative direction. Every visual element was meticulously crafted to be both stunning and versatile; seamlessly adapting across digital, OOH, retail, and experiential brand activations worldwide.

BRIEF

My mission was to architect a multi-channel global campaign that resonated with style-savvy, femme-identifying Gen-Z consumers. The campaign spanned paid digital, out-of-home media, retail environments, and immersive brand activations, ensuring consistent, aspirational storytelling at every touchpoint.

OUTCOME

The results spoke for themselves. We achieved an outpouring of organic engagement within the community, exceptional performance of paid media assets, and a complete product sell-through. The most rewarding was the genuine, lasting connection forged between Converse and New York’s creators as a result of the brand activation.

ROLE

I spearheaded art direction, concept development, creative strategy, full campaign development and execution, and the creation of immersive brand experiences.

Creative Partners : 

Buck Squibb Photography
Cameron Galley 3D artist
Caroll Lee Event Producer
Mads Beattie Copy