CONVERSE x JD SPORTS: Create Next with A1xJ1
Digital, In-Store & OOH Campaign
ROLE DESCRIPTION: Art Direction, Design Direction, Edit Direction, Concepting.
BACKGROUND: For Converse’s Create Next campaign, we used Converse’s mantra, “confidence is a mind game, the more you own it, the more you hone it”, to inspire Gen:Hustle with the come up story of one of their own: A1xJ1. We developed a creative narrative that championed alternative paths to success using creative expression as a vehicle towards building confidence.
MY ROLE: My role was to help structure the campaign thinking, and to really nail the film from a storyboard, references and edit POV, as well as to direct all of the visuals in film and photography.
SUCCESS: Our campaign ended with an open verse challenge on TikTok where A1xJ1 invited fans to duet them by either finishing the verse of their song ‘Latest Trends’ or rapping back a verse of their own, resulting in over 12 million views.
SOCIAL SHORT FILMS: TOLD IN 3 PARTS
IN-STORE AND STATIC PHOTOGRAPHY ASSETS
J1 TAKES HIS MOTHER TO SEE ALL OUR ASSETS IN-STORE AT JD SPORTS
TEAM:
Josua de Villiers - Senior Creative, William Reed - Associate Creative Director, Sebastian Bek - Creative Director, Leda Zhang - Editor, Nadjim Tsouli - Executive Producer, Andrew Buckley - Films Creative, Jenna Conlin - Executive Producer, Daniel Ismaily - Senior Post Prod.