Rated One Star
Converse

One Star is the rebel of the Converse brand; it's the shoe for anti-heroes. This global campaign celebrates the impulsive, audacious, and fearless behavior of those who aren't looking for 5-Star approval. The new brand line ran in massive OOH in Berlin, London, LA, South Korea, and New York as well as in-store, all social channels, activations, and content.

To reinforce one star behavior, we developed an irreverent art direction that embraced the imperfect. We had our talent destroying seamlesses, showed sides of the studio that are normally cropped, and shot the sneakers in a messy manner. Furthermore our campaign line was locked up as black tape⁠—meant to hold the messes together, but also set sideways.

Rated One Star 

One Star is the rebel of the Converse brand; it's the shoe for anti-heroes. This global campaign celebrates the impulsive, audacious, and fearless behavior of those who aren't looking for 5-Star approval. The new brand line ran in massive OOH in Berlin, London, LA, South Korea, and New York as well as in-store, all social channels, activations, and content.

To reinforce one star behavior, we developed an irreverent art direction that embraced the imperfect. We had our talent destroying seamlesses, showed sides of the studio that are normally cropped, and shot the sneakers in a messy manner. Furthermore our campaign line was locked up as black tape⁠—meant to hold the messes together, but also set sideways.

Rated One Star 

One Star is the rebel of the Converse brand; it's the shoe for anti-heroes. This global campaign celebrates the impulsive, audacious, and fearless behavior of those who aren't looking for 5-Star approval. The new brand line ran in massive OOH in Berlin, London, LA, South Korea, and New York as well as in-store, all social channels, activations, and content.

To reinforce one star behavior, we developed an irreverent art direction that embraced the imperfect. We had our talent destroying seamlesses, showed sides of the studio that are normally cropped, and shot the sneakers in a messy manner. Furthermore our campaign line was locked up as black tape⁠—meant to hold the messes together, but also set sideways.

Rated One Star 

One Star is the rebel of the Converse brand; it's the shoe for anti-heroes. This global campaign celebrates the impulsive, audacious, and fearless behavior of those who aren't looking for 5-Star approval. The new brand line ran in massive OOH in Berlin, London, LA, South Korea, and New York as well as in-store, all social channels, activations, and content.

To reinforce one star behavior, we developed an irreverent art direction that embraced the imperfect. We had our talent destroying seamlesses, showed sides of the studio that are normally cropped, and shot the sneakers in a messy manner. Furthermore our campaign line was locked up as black tape⁠—meant to hold the messes together, but also set sideways.

Rated One Star 

One Star is the rebel of the Converse brand; it's the shoe for anti-heroes. This global campaign celebrates the impulsive, audacious, and fearless behavior of those who aren't looking for 5-Star approval. The new brand line ran in massive OOH in Berlin, London, LA, South Korea, and New York as well as in-store, all social channels, activations, and content.

To reinforce one star behavior, we developed an irreverent art direction that embraced the imperfect. We had our talent destroying seamlesses, showed sides of the studio that are normally cropped, and shot the sneakers in a messy manner. Furthermore our campaign line was locked up as black tape⁠—meant to hold the messes together, but also set sideways.

We shot the campaign with Ryan McGinley over the course of two weeks. Featured musicians and influencers, A$AP Nast, Leo Mandella, Mabel, Oh Hyuk, Tove Lo, Brockhampton, and Sage Elsesser were each chosen for their unorthodox approaches.

For example, Oh Hyuk, who was the face for all APAC communications, is the antithesis of a K-Pop idol. In South Korea, most singers start out training in music agencies where they learn the skills to debut as an "idol", outgoing popstars who have usually been massaged by the camera. Oh Hyuk is the complete opposite—he rejected offers from the "Big 3" agencies, has never had plastic surgery, and is incredibly shy on talk shows. Because of his incredibly tight schedule, he was unable to shoot in America and I was lucky enough to be the sole creative flown out to shoot with him.

We shot the campaign with Ryan McGinley over the course of two weeks. Featured musicians and influencers, A$AP Nast, Leo Mandella, Mabel, Oh Hyuk, Tove Lo, Brockhampton, and Sage Elsesser were each chosen for their unorthodox approaches.

For example, Oh Hyuk, who was the face for all APAC communications, is the antithesis of a K-Pop idol. In South Korea, most singers start out training in music agencies where they learn the skills to debut as an "idol", outgoing popstars who have usually been massaged by the camera. Oh Hyuk is the complete opposite—he rejected offers from the "Big 3" agencies, has never had plastic surgery, and is incredibly shy on talk shows. Because of his incredibly tight schedule, he was unable to shoot in America and I was lucky enough to be the sole creative flown out to shoot with him.

We shot the campaign with Ryan McGinley over the course of two weeks. Featured musicians and influencers, A$AP Nast, Leo Mandella, Mabel, Oh Hyuk, Tove Lo, Brockhampton, and Sage Elsesser were each chosen for their unorthodox approaches.

For example, Oh Hyuk, who was the face for all APAC communications, is the antithesis of a K-Pop idol. In South Korea, most singers start out training in music agencies where they learn the skills to debut as an "idol", outgoing popstars who have usually been massaged by the camera. Oh Hyuk is the complete opposite—he rejected offers from the "Big 3" agencies, has never had plastic surgery, and is incredibly shy on talk shows. Because of his incredibly tight schedule, he was unable to shoot in America and I was lucky enough to be the sole creative flown out to shoot with him.

We shot the campaign with Ryan McGinley over the course of two weeks. Featured musicians and influencers, A$AP Nast, Leo Mandella, Mabel, Oh Hyuk, Tove Lo, Brockhampton, and Sage Elsesser were each chosen for their unorthodox approaches.

For example, Oh Hyuk, who was the face for all APAC communications, is the antithesis of a K-Pop idol. In South Korea, most singers start out training in music agencies where they learn the skills to debut as an "idol", outgoing popstars who have usually been massaged by the camera. Oh Hyuk is the complete opposite—he rejected offers from the "Big 3" agencies, has never had plastic surgery, and is incredibly shy on talk shows. Because of his incredibly tight schedule, he was unable to shoot in America and I was lucky enough to be the sole creative flown out to shoot with him.

We shot the campaign with Ryan McGinley over the course of two weeks. Featured musicians and influencers, A$AP Nast, Leo Mandella, Mabel, Oh Hyuk, Tove Lo, Brockhampton, and Sage Elsesser were each chosen for their unorthodox approaches.

For example, Oh Hyuk, who was the face for all APAC communications, is the antithesis of a K-Pop idol. In South Korea, most singers start out training in music agencies where they learn the skills to debut as an "idol", outgoing popstars who have usually been massaged by the camera. Oh Hyuk is the complete opposite—he rejected offers from the "Big 3" agencies, has never had plastic surgery, and is incredibly shy on talk shows. Because of his incredibly tight schedule, he was unable to shoot in America and I was lucky enough to be the sole creative flown out to shoot with him.

We held interviews with each artist to better understand their personalities and why they're each rated one star. While Ryan was photographing them, a cinematographer from his team recorded them on set. These BTS moments and soundbites were supplemented with found footage and artist music to create videos that were used for Digital OOH and Social.

Further enbracing the chaotic energy of the campaign, we had Mr. GIF create funky 3D videos and 360 GIFS.

We held interviews with each artist to better understand their personalities and why they're each rated one star. While Ryan was photographing them, a cinematographer from his team recorded them on set. These BTS moments and soundbites were supplemented with found footage and artist music to create videos that were used for Digital OOH and Social.

Further enbracing the chaotic energy of the campaign, we had Mr. GIF create funky 3D videos and 360 GIFS.

We held interviews with each artist to better understand their personalities and why they're each rated one star. While Ryan was photographing them, a cinematographer from his team recorded them on set. These BTS moments and soundbites were supplemented with found footage and artist music to create videos that were used for Digital OOH and Social.

Further enbracing the chaotic energy of the campaign, we had Mr. GIF create funky 3D videos and 360 GIFS.

We held interviews with each artist to better understand their personalities and why they're each rated one star. While Ryan was photographing them, a cinematographer from his team recorded them on set. These BTS moments and soundbites were supplemented with found footage and artist music to create videos that were used for Digital OOH and Social.

Further enbracing the chaotic energy of the campaign, we had Mr. GIF create funky 3D videos and 360 GIFS.

We held interviews with each artist to better understand their personalities and why they're each rated one star. While Ryan was photographing them, a cinematographer from his team recorded them on set. These BTS moments and soundbites were supplemented with found footage and artist music to create videos that were used for Digital OOH and Social.

Further enbracing the chaotic energy of the campaign, we had Mr. GIF create funky 3D videos and 360 GIFS.