Celebrating Chinese New Year with Converse.
This February saw the release of Converse’s Year of the Dog collection, which commemorated the passing of the Chinese New Year with a limited-edition set of One Star sneakers and accompanying apparel. They asked us to create a visual centre and associated assets for the collection’s launch campaign, online takeover, and a China-wide store release.
Our directive draws upon the Chinese folklore that inspired Converse in designing the collection. The story of the tiangou - a mythical dog that swallows the sun and moon during eclipses, and is featured on the product - led us to experiment with light in our work.
We created a visual identity using bold solar gradients.
We chose models – both human and dog – and art directed a product photoshoot and campaign film with photographer Elliot Morgan, director Louis Mackay, and Still Productions.
Using these assets, we developed a retail activation deployed in Converse stores worldwide and online.
Results
brought a product range to life - from concept to execution.
attracted extensive coverage from fashion-focused media.
gave a piece of local folklore international relevance.