Briefing Develop a design direction for the 2008 brand campaign and translate it into retail.
Insight In order to balance the clean and consistent imagery of the brand campaign, we need to add organic and fluid elements.
Concept The idea for the brand campaign - Famous Icons connected by Chucks - was developed by Anomaly NY. Converse Inc. approached us to create the design direction, a retail concept and the European roll-out and localization of the campaign. The design direction entailed an identity and visual language, which - we believe - have to be organic and fluid, to balance the clean and consistent imagery. We use personal handwriting, paint, ink and transparency in strong black and white. These elements are taken to the next level for the retail concept. Painted quotes, black-dipped objects and high-gloss white displays together bring the world of Converse icons to life. For the localization of the campaign, we collaborated with European artists from the past, the present and the future, such as Ian Curtis, Asia Argento, Carlos Diez Diez, Vive la Fête and Jefferson Hack.
(Concept Converse Connectivity brand campaign: Anomaly NYC)