CONVERSE ‘WE START IT’ with Anyways Creative, 2019

Design, Art Direction

In the run up to the back-to-school season, Anyways Creative were commissioned to engage Converse’s 10 million Instagram followers by amplifying some of the voices from their community, connecting the brand’s channels to culture and stories from around the world. We were tasked with creating a campaign within the world of Converse’s annual thematic identity and brand message rooted in authenticity and community (“All The Stories Are True”).
We chose three groups to represent three different interests in three global cities, linked by a shared ambition to harness their collective creativity for social change. The Anyways team travelled to the three continents to document their stories in a way that seamlessly connects Converse to culture and keeps the Chuck Taylor legacy fresh for today’s culture creators. The travels were captured into a film and photography series by director India Sleem for the brand’s Instagram channels. In every short film, she weaved in shots taken on Polaroid and Super 8 cameras to give them a gritty, textural quality and recall the brand’s distinctive identity. The result is a unique content series that is youthful in feel yet timeless in its substance. 
To celebrate each unique collective, we commissioned visual artist Josie Tucker of Adapt to create a series of phone wallpapers that communicated a quote from the groups into an expressive graphic.
Tying it all together, we developed a brand system to support the film and photography captured on our travels for the brand’s Instagram that expanded upon Converse’s annual thematic identity. Articulated through our guidelines, this system went on to house all future Converse content for the year, visually connecting all of the brand’s online content and advertisements.

PRODUCTION
   Rosie Atkinson

EDITORIAL AND CREATIVE CONSULTANT
   Bryony Stone

CREATIVE DIRECTION
   Andy Hills

DESIGN / ART DIRECTION
   Andy Hills, Jennifer Whitworth

PHOTOGRAPHY / FILM MAKING
   India Sleem

TALENT
   Guerxs (Mexico), Bazookapo (Seoul), Legally Black (London)