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THE CHALLENGE: Dimensionalize
Converse produces themed, seasonal product releases that are coordinated across all DTC, retail-partner, and digital channels. Our task was to take these themes, (often limited to WIP photo assets or written prompts) and create a deeper storytelling concept that could be built out as a unified cross-channel concept.
Over our multi-year partnership with Converse,
each project began with writing exercises to focus the concept, and confirm our direction with the converse team. After this, we would begin designing towards every touchpoint from the pinnacle retail expressions down to retail partner direction, and digital executions, including production notes for vendors.
Team: Big-Giant
_Jason Bacon: Creative Director
_Sydney Anast: Senior Designer
_Sam Grunseth: 3D Designer
MY ROLE: Designer
_Writing / Concepting
_Hand sketching
_3D Modeling
_Experience layout
_Material selection / exploration
_EGD
_Co-Presenting work to client
_Production design
_Deck Management
Dynamic Displays: ERX
A fixture is not just a piece of furniture,
it's an opportunity to surprise and delight.
For this Converse ERX display, we created
an infinity mirror that serves as a portal to the high-tech retro-future world where ERX lives.
Dynamic Displays: Chuck 70
Chuck 70 is Converse's line of premium chucks, built the way they were back in the day, with premium materials and retro details. This display was designed to show the shoe from every angle at once, to make sure the viewer could see every detail.
Miley Cyrus
When Miley Cyrus partnered with Converse to create a line of shoes and apparel, we were tasked with bringing the initiative to life as the ultimate Miley-fan destination. Instagrammable moments and fun details were the keys to bringing the initiative to life.
Instagrammable Moments
Hype and social media sharing was key to this initiative and our goal was to create numerous opportunities for people to snap and share.
The centerpiece of the experience was this 4'x 8' infinity mirror.
Takedowns
Retail partners often have a much more limited budget and limited space, we created numerous examples of how the initiative could come to life at different scales.
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