CROCS [2020-2022]
Targeting gen-z with a full service partnership and custom content for Crocs. Led the Gloabl Release of Crocs Echo and Crocs Mellow amongst other exciting activations and productions.

- Creative lead on select programming, from copywriting,  design, and presentation to client.
- Styling direction, Art direction.
- Production team alignment.
- On-set creative direction.
- Photo + video direction, photo + video editing, social + article formatting/rollout.

By 2019, Crocs had experienced great brand momentum and were already on the journey of transitioning into a credible space. But to fuel their next chapter, Crocs needed strategies to attack key growth areas, spanning everything from China and Japan, the metaverse, collaborations and creating an overall much richer picture of the global Gen-Z consumer.
We needed to deliver intelligence and insight on key priority topics, but we also needed to create space for new discussions that emerge with culture and the customer. And most of all, we needed to bring the consumer to the core of all decision making.
A multi-year partnership spanning multiple topics with a custom consumer panel at its core and navigated by advisory board. The partnership was navigated around priority topics but extended to include town hall meetings, cultural immersion immersion days and ‘ask me anything’ sessions.
Culturally sound creative campaigns and business-critical insights, Crocs emerged as an organization more tapped into culture and better prepared to attack key categories and markets.
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