A brand that is a reflection of the communities they serve, is a brand that needs to embrace constant change while staying true to the DNA. That relationship and dialogue is the ongoing invitation to collaborate on a collective future vision. Converse has been the ubiquitous platform for popular culture, and more importantly a catalyst for individual self-expression. The brand completely believes in the importance of this connection, regardless of whether we’re trail blazing thought leaders or part of the masses trying to find our voice. How these aspirational and intimate ideas are visualized are as varied as the people who believe in them. To meet that spirit of self-expression and showcase the endless range of ways a person can embody the truest version of themselves, the Big-Giant brand team guides each global initiative’s expression to align with the narrative of the season, as well as provide a logical stepping stone to the brand’s ultimate long-term vision.
Each season, our teams collaborate to strategically breakdown the narrative, message and specific vibes, envisioning content that will be fully aligned to meet the wide range of integrated marketing needs while delivering on the initiatives core product benefit message. As a key aspect of staying true to the Converse mission of providing that platform for self-expression, a key component is allowing the individuals from the brand’s communities and their own inspiring user generated content to directly play a role in defining the direction. It’s a process that requires the assimilation of an extremely varied set of influences and the discipline to stay honest about what we can or should bring into the creative mix. A truly inclusive vision allows the communities we’re serving to see their current and future self within the content—that trust is critical to achieving meaningful content that fuels both connection and evolution.
The team is also often tasked with bringing the product team’s vision to life and capturing either the spirit of their creative intent, the technical aspects of the product or simply documenting to give the consumers the best understanding of the product so the consumers actual product experience is one that validates the messages of the communication.
While a brand is more than any one touchpoint, this wide range of content, while different in function, works collectively to validate the bond between a community and the brands they love. That consistent reinforcement is proof that the brand is who they say they are.
Our goal is to be both creative partners in crafting that short and longterm journey through process of content creation, as well as caretakers of the consumer relationship through consistent content that intentionally speaks to the intended communities, truly delivering on the brand’s promise.
Working through the various potential configurations and
The Miley spaces leveraged a variety of textures and materials that naturally amplified the environment and created unique opportunities to engage with the initiative story.