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This project covers a full branding campaign for the release of the Converse Chuck70 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 give the most comfortable and luxurious feel.
Our target demographic for the campaign aligned with younger generations who we described as "humble obsessors." The Chuck 70 presents itself as a shoe for those who take pride in obsessing over the details; those individuals can be found scouring the web and social media for the next big thing. For this reason, we leverage motifs and iconography from online platforms in order to emphasize the shoe's attention to detail and step above the norm.
The resulting campaign included multiple online assets including gifs, landing pages, and social media advertisements. An exclusive black acrylic influencer shoebox unzips to reveal the shoes within; it resembles a sleeker version of your typical zip file. Throughout our branding, the classic dial-up style of online imagery compliments and contrasts the high-end, yet versatile Chuck 70 shoe.