Converse x Office Shoes x CMC Agency

Role: Creative Lead / Fashion Stylist
Scope: Creative Direction / Concept Development / Casting Direction / Production Oversight / Campaign Styling

Project Overview: Headhunted and briefed by Converse to develop a community-led campaign moment centred around their classic staples, including Run Hike Hi’s, Chuck Taylors and 70’s silhouettes.

The project focused on positioning these iconic styles within real community contexts, building a culturally grounded narrative that felt authentic, relatable and contemporary. Alongside leading concept development and execution, I spearheaded content direction to strengthen engagement with a Gen-Z, female audience — ensuring the storytelling felt relevant, accessible and reflective of how the product lives within their everyday style and culture.

Full agency oversight was provided across production and rollout, delivering a cohesive campaign that connected Converse’s heritage silhouettes with a modern, community-driven visual language.