Chucks are the blank canvas of each generation.
They allow and invite the wearer to be more of themselves.
This is one of the guys who gets it. Too many marketers are filling their days and our social feeds talking to themselves, patting themselves on the back for how great they and their products are. Brands are valuable only for what they can offer their audience. And that offering is something beyond the product. Christian can help articulate what that intangible is and give it shape, color, and tone of voice.
He is relentless with asking "why?” Design is always more than aesthetics. And I have seen him do it in varied spaces and to very varied audiences.
He loves culture and people and art. And as he guides a project he is simultaneously so eager to learn. That wide ranging interest is his secret. That cheerful interrogation is what leads to slightly offbeat and unique insights. And those insights lead to interesting work that connects by serving and celebrating the audience.
Whatever your business, Christian can help you find a way to better articulate it to the people who you want to serve most.”
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– Geoff Cottrill, CMO, Converse 2007 - 2016
It had been a few years since DTC retailers had any substantial story-telling support around the bread and butter franchise of the brand.
We took an authentic approach to casting, celebrating the creativity and diversity of real consumers, not models.
We shot 6 groups of friends. 3 in NYC and 3 in LA. Rich and diverse, these authentic groups of friends were cast via Instagram and championed indy creativity of youthful friendships.
They took us along for a day in their life, documenting it all with a top-notch, run-and-gun photo and production team. This campaign consisted of six stories of groups of young creative friends. This is one of those six photo shoots.
Creative direction is the fine art of over preparing and then letting go.
There is a lot of effort made selecting the right photographer, casting for personality as much as for look, styling, location and lighting.
Ultimately creative direction is about world creation. But it’s a world you create for others to inhabit. It is creating an environment of trust and fun, where your team is not afraid to take risks, become vulnerable and show their authenticity.
The right photographer knows how to capture that. And on set, you help to coach the pace, without setting it. Eventually your goal is to get out of the way to let the magic happen.
There is a difference between leading and managing. You try to lead by putting your trust in others.
Role
Assoc Creative Director,
Global Brand Design
Deliverables
Campaign Strategy
Creative Direction
Art Direction
Casting
Key Visuals
Special Thanks To:
The Converse Marketing & Brand Design Team
David Carrewyn
VP, Global Creative Director, Brand
Ture Lillegraven
Photographer
All Good Things
Producer
Desi, Cooper, Ish
Talent
The Journey So Far
2020-Present
2018-2020
2016-2017
2014-2016
2013-2014
2003-Present
2010-2013
2004-2010
2002-2004
1998-2002GOT A PROJECT OR OPPORTUNITY BREWING?