The objective of this project was to reintroduce the Converse Pro Leather sneaker to a new generation unfamiliar to its history and inspire them to create their own story. The campaign was meant to showcase the authentic narrative of a community. We chose to highlight the duality of individuals who are both creative and athletic through the stylistic use of layers. Our goal was to encourage our audience not to be afraid of embracing and showing all of their sides, hence our slogan: “dare to be.”
Approach
We initially wanted to utilize a combination of mediums such as photos, cut paper, and inks to reinforce the concept of creative interpretation and layers. However, due to our setbacks with quarantine, we decided to use motion techniques such as rotoscoping in our deliverables because it gave us more flexibility with highlighting the sides of our characters. We also realized that this digital-based stylization appealed more to our audience and matched the Converse aesthetic better than our initial collage style.
Results
Overall, we were able to create a multimedia campaign that communicated the idea of self expression through digital content, advertisements, and customer experiences. Through eye-catching animation and storytelling, we reinforced the pro leather’s concepts of confidence and creativity, appealing to the target audience of stylish young adults in sports and creative communities.
