To effectively showcase the three features, we aimed to evoke a tactile, visceral experience for the audience, allowing them to feel each attribute as if touched by a human hand. As we deconstructed and manipulated the shoe to highlight each quality, we embedded typographical supers directly into the materials, creating a playful and fun tone that aligns with the Converse culture.

By experimenting with ways to make Stretch, Comfort, and Movement culturally relevant, we crafted a dynamic product film and a series of striking key visuals that genuinely captured the essence and personality of the CX.