Converse
Year of the Dog Collection
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.