2020 Young Guns - Young Guns
Converse: Rated One Star
Agency Edward Yeung
'One Star' is the rebel of the Converse brand; it's the shoe for anti-heroes. While most people associate Converse with the classic 'Chuck Taylor', Converse wanted to bring awareness to the 'One Star', which they called Chuck's rebellious younger sibling.
This global campaign celebrates the impulsive, audacious, and fearless behavior of those who aren't looking for 5-Star approval. We featured outcasts, singers, and influencers that are known for not fitting the general mold of what it looks like to be a star.
The new brand line 'Rated One Star' ran in massive OOH in Berlin, London, LA, South Korea, and New York as well as in-store, all social channels, activations, and content.
My Role was:
While at Anomaly, I worked on a team of three with Benoit Ollive and Luca Bernardino to develop the creative concept, art direction, and design for the ‘Rated One Star’ campaign. We were guided by directors Jane Cronk and Andrew Gurguis. Since the target demographic for these sneakers was Gen Z, my youth greatly benefitted me as I felt like I resonated with the target audience.
We developed an irreverent art direction that embraced the imperfect. Our featured talent destroyed their seamless backdrops and the sneakers were shown in a careless manner. I enjoyed running point at photoshoots, sometimes being the sole agency creative on set like when we shot with Oh Hyuk in South Korea.
With Jane, we workshopped many lines with our clients before landing on one that I had written—‘Rated One Star’. Our campaign line was locked up as sideways black tape—meant to hold the compiled messes together.