S H A P E D B Y Y O U
(Converse / real client brief which was part of my specialisation: Brands & Identity)
In collaboration with Sara Lefeber
With Shaped By You we made a reference to the Converse ‘Made by You’ campaign (2015). For this idea we’ve been focusing on the USP (new sizing system) of Converse SHAPES, and the insight that Gen Z’ers rather stand out for their personalities than for the clothes they wear. The SHAPES Collection consists of unpretentious basics/essentials which Gen Z can make their own. They can express themselves through this collection by choosing the SHAPE that fits their personality, and size that fits their form. They can wear the pieces super oversized or tight, whatever they feel like.
Converse will put out an open casting call to create their new SHAPES campaign, that focuses on inclusivity and diversity. Every body - literally can join, no matter the way they look.
Mobile ‘SHAPES STUDIOS’ will appear in the key city (London, Paris, Berlin). At these studios, Gen Z can try out the full SHAPES collection, which will be available in all 4 sizes.
After picking a piece that fits their personality and style, they can ‘shoot their SHAPE’. Converse will receive and collect all these portraits and post them on their own socials, to show how SHAPES can be worn in different ways and on different bodies. At the same time, Converse will gather all snapshots and create a gallery on their online shop. In this way, the emphasize will be put on the personalities within the SHAPES and how they can make it their ‘own’.
Concept creating / Art Direction / Graphic design
(Converse / real client brief which was part of my specialisation: Brands & Identity)
In collaboration with Sara Lefeber
With Shaped By You we made a reference to the Converse ‘Made by You’ campaign (2015). For this idea we’ve been focusing on the USP (new sizing system) of Converse SHAPES, and the insight that Gen Z’ers rather stand out for their personalities than for the clothes they wear. The SHAPES Collection consists of unpretentious basics/essentials which Gen Z can make their own. They can express themselves through this collection by choosing the SHAPE that fits their personality, and size that fits their form. They can wear the pieces super oversized or tight, whatever they feel like.
Converse will put out an open casting call to create their new SHAPES campaign, that focuses on inclusivity and diversity. Every body - literally can join, no matter the way they look.
Mobile ‘SHAPES STUDIOS’ will appear in the key city (London, Paris, Berlin). At these studios, Gen Z can try out the full SHAPES collection, which will be available in all 4 sizes.
After picking a piece that fits their personality and style, they can ‘shoot their SHAPE’. Converse will receive and collect all these portraits and post them on their own socials, to show how SHAPES can be worn in different ways and on different bodies. At the same time, Converse will gather all snapshots and create a gallery on their online shop. In this way, the emphasize will be put on the personalities within the SHAPES and how they can make it their ‘own’.
Concept creating / Art Direction / Graphic design
