A project that I conceptualised and creative-directed for Converse, whilst working at HoneyKome in 2015.
Converse SA wanted an interesting way to showcase their ad-spend for the year, and the variety of ATL and BTL channels they’d used.
Our idea was to show the transformation of a pair of new shoes, into a pair with all the soul and character of having been “lived in”, after a day in the life of a typical Cons youth. This was in keeping with their “Made By You” global campaign. During this journey, our shoes also encounter all the advertising touchpoints.
A really fun project to work on, turned around quickly and using some proper guerrilla filming tactics. The original music was also a lot cooler, but the license has since expired.
Client: Converse South Africa
Creative Director: Gord Laws
Script and concept: Gord Laws
Videography: Allister Christie and Jacob Claassens
VFX: Ryan Jonathan
Art Direction: Allan Slow
Production: Leeroy Duke