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This project covers a full branding campaign for the release of the Converse Chuck 70 High Top Sneaker. This specific style of sneaker is a high end spin off of the traditional Converse High Top, in order to attract a new demographic of consumer that has a greater appreciation for sneaker and street style culture. The shoe features Chrome eyelets, Ortholite insole cushioning, and wing tongue stitching, adapted to create the most comfortable and luxurious feel.
In order to create the perfect campaign, we wanted to focus our research on the specific target demographic. After studying our demographic, we noticed the Chuck70 perfectly embodies the way our generation thinks about fashion and technology. This shoe seamlessly blends the new technology in all of those fine details, elevating it to a more comfortable and luxurious status, while still holding true to the classic Chuck Taylor style, making it that perfect combination between tech and fashion that people cannot get enough of. Our photoshoot and branding focused on this concept through our core theme of tech-based fashion.
Throughout this project, we were able to keep a few consistent themes that represented the shoe in a high end way, while still holding true to its classic style. A mix of hi-fi and lo-fi imagery, references to artificial preservation, and the contrast between old and new technology best communicated the concept.
Instagram Content: https://vimeo.com/291982754Website: https://vimeo.com/292001682General Video: https://vimeo.com/296464889