Converse x Offspring x Sneaker Sisterhood

Role: Creative Lead via CMC Agency

Scope: Creative Direction / Concept Development / End-to-End Project Management / Talent & Team Sourcing / Budget Management / Third-Party Creative Liaison / Production Oversight / Retail Visual Direction / Post-Production Oversight / Co-Editing

Project Overview: Conceived and led the overarching aesthetic and creative direction for the Converse x Offspring x Sneaker Sisterhood project, driving the visual identity and full end-to-end execution across both campaign and retail activation.

The project extended beyond creative direction alone, encompassing team sourcing, budget handling, production oversight and the onboarding and briefing of third-party creative collaborators across multiple stages of delivery — including external fabrication and vinyl production partners for the retail installation rollout.

Alongside overseeing the wider creative execution, I directed the visual language for Offspring’s retail environment, ensuring the final output aligned with the brand’s vibrant, community-led identity while celebrating Sneaker Sisterhood’s five-year anniversary. I also played a key role across post-production and co-editing, shaping the final visual assets and in-store imagery to ensure cohesion across all consumer-facing touchpoints.

The overall approach focused on translating community storytelling into an immersive physical and visual experience, balancing cultural relevance with strong brand execution across concept, environment and final delivery.