CONVERSE: the SHAPESHIFTERS

Tackling the campaign brief for Converse; launch the new Shapes collection with impact and educate the consumer on the new inclusive sizing system. We created a creative strategy deck with our solution to the brief, working from insights to concept to execution.

The new generation of youth is not only fluid in the way they express themselves, but also in their opinions, constantly shifting their perspectives as they understand more. 2020 has been a challenge for many, these times of turmoil create a longing for a clean slate. We do not want to go back to normal because normal was the problem. We want to reshape the normal for the better. 

shapeshifter: an individual who reguarly shift their state of mind, ideas and perceptions. the constant urge to feed themselves with new information to form their own personal view.