Converse designed a BHM capsule and tapped Black New York City-based creatives to create a campaign for the pieces. In my research, I learned that our Gen Z audience was immensely proud of their heritage and acknowledged that there isn’t one singular Black experience in America. My takeaway was that young Black folks are not a monolith, and each of their gazes holds a different story for us to learn from, especially in New York. I called this creative direction “Created from Concrete.” This cohort of creatives exhibits multifaceted creativity because no person is just one thing. Whether through craft or style, they show up in the world with uninhibited self-expression. They come from culturally rich, Black communities that continue to shape them as people.

The team scouted talent and found a group of creatives who brought this idea to life. I defined the art direction, ensuring their grit and authenticity were illustrated in our shots. We styled them, centering the Converse product while keeping their personal style in mind. We scouted locations where they’d feel comfortable and act naturally. With the final shots and a typographic expression, I designed layouts that spanned mediums — from web to print to social. The campaign paid homage to what came before, while making space for whatever may come next.

SERVICES:
strategy
copywriting
art direction
digital design
print design
film

ROLE + TEAM:
Ana Rice, designer + art director
Denise, photographer
Carly, producer
Rivers, copywriter
Sef Atkins, videographer
X, stylist

YEAR:
2024

PRESS:
Link