Converse
Rated One Star
Yung Lean x One Star
With the introduction of their Rated One Star line, Converse have partnered with uncompromising artists like Tove Lo, Brockhampton, A$AP Nast and Tyler, the Creator to develop a shoe and apparel collection that appeals to those who don’t want to follow the crowd.
Our Amsterdam office were brought in to translate One Star’s global concept to a European audience using Swedish rapper Yung Lean, whose partnership with Converse was to lead the launch of One Star in JD Sports stores across the continent.
We were asked to create the key visuals for the campaign, used online and in store, shoot campaign photos and film with Yung Lean, and produce a retail activation using these assets.
Our design pays tribute to the Rated One Star collection and the unconventional attitude it celebrates.Deliberately imperfect in its execution, the photography combines colourful, poppy graphics with unfiltered street scenes. Products and models are lit naturally, with minimal retouching to ensure a result that’s as close to life as possible.
Using the visual identity we developed, we art directed photographer Alex de Mora as he shot Yung Lean and his collaborators Yung Gud and Yung Sherman (as well as Converse product) in a variety of London locations.
We helped to produce a campaign film – alongside director Hamish Stephenson – that further showcased the attitude Yung Lean brought to the product line.
We adapted our assets to produce a retail campaign that took over almost 400 JD stores.
Results
organically introduced a new influencer to the JD brand.
brought a product range to life - from concept to execution.
made it into 100s of stores across Europe.