ROLE: Creative Director

AGENCY: OK Cool

In an effort to promote their new CX line, Converse challenged us to create a social campaign that would embody their renewed focus on comfort and all-day wear. As the Creative Lead and lifelong Converse user, this was a dream project. I knew we needed to tap into the mindset of young creatives who do not like to be labeled and enjoy creating in various mediums.

  • The first execution featured Malcolm Emilio aka Stay Relevant, a multi-disciplinary artist from LA by way of Toronto. Malcolm is a painter, a skateboarder, and an MC (among many other things). Being that his days vary greatly, I thought it would be a cool idea if we took viewers inside a day in his life…. from the POV of his shoes to showcase just how much he moves. So we created custom straps and mounted GoPros on him in order to get the shots I had envisioned. And I think we nailed it! See the video below.

  • The second execution featured an artist by the name of Queen Ife, a talented producer from Baltimore. She made a name for herself during the early days of COVID by making beats using items she found around the house such as Lysol wipe bottles, disinfectant sprays, rubber bands, glasses full of water, and more. She’s incredible. So I thought it would be fun if we challenged Ife to go outside and make a beat sampling sounds of movement from the city. As you’ll see in the BTS video below, we went out and sampled a bunch of noises from the streets of Baltimore then went back to her studio where she chopped it up and made a 🔥 beat in a matter of minutes!

    • To cap it off, we challenged dancers to create choreography for the track and MCs/singers to add a verse using TikTok’s Duet feature.

My role:

  • Pitch phase:

    • Create 3 different campaigns that answered the client’s initial brief

    • I wrote manifestos, fleshed out executions, and art-directed the pitch decks

    • Presented the creative through the various phases of the pitch

  • Once we won the pitch, I executed the campaign that the client liked the most by:

    • Selecting talent that embodied the energy and messaging we wanted to get out there

    • Finding a Director that could execute the vision we came up with

    • Working with the Director to flesh out scripts and storyboards

    • Working with Production team to find ways to mount cameras on talent’s shin so viewers could get a POV of shoe to showcase movement

Team:

  • Client: Converse

  • Creative Director: Jay Lledo

  • Account Director: Heather Hosey

  • Account Manager: Tessa Dhanaraj

  • Director: Anthony Sylvester

  • Producer // Production Company: Nick Baudille // X1 Productions

  • Color: Company 3

  • Talent: Malcolm Emilio aka Stay Relevant, Queen Ife, Oswin Benjamin