Converse needed a high-intensity, attention-grabbing campaign to launch their iconic seasonal range.

Our campaign ‘Make It You’ celebrates individual self-expression in all its forms, centering around three distinct and shape-shifting visual worlds: FASHION (Elevated style) / DIGITAL (3D avatars) / LIVE (Raw performance and Mother Nature).

Freely moving between these environments, we brought together emerging artist Baby Queen and three other style catalysts to create a chaotic and disorientating blend of projection video, choreographed dance and 3D animation.

Our visual solution was a call to embrace self-expression through multiple worlds, multiple platforms and multiple selves.

A mixture of live studio photography, projection video and 3D photogrammetry situates our characters in a tonal and cinematic world of smoke and shadows.

Through a high energy edit, they encounter lo-fi projections of themselves alongside their digital avatars styled in different Converse looks; an invitation for our audience to embrace the experimental and expressive sides of their persona.

The campaign launched across all key European markets during the F/W season, featuring disruptive OOH projections on iconic landmarks such as Tate Modern and the Moulin Rouge.

A toolkit of videos and stills appeared across paid media, TikTok and other digital platforms to leverage Converse’s community of female style leaders. To further amplify the project, extended local stories featured Baby Queen appearing at key London locations and style influencer Elvie appearing in her home city of Paris.