A Fresh Take on Classics
With less than a month remaining of my Crocs Inc. internship, I took on an ambitious project: a campaign promoting Crocs Classic Clogs and Jibbitz™ among fashion forward-female consumers ages 18–24. White Classic Clogs are a trend in summer 2024, and with this campaign, I hoped to show this group that they can make classics as colorful and unique as they are.
Creative Direction: Denali Free
Photographer: Christian Sauerman
Producer: Meesh Deyden
Art Direction, Design, Styling, Copywriting: Chelsea Cohen
Research, Strategy, + Planning
Fan-First Insights
Social listening was one key part of the research phase. Crocs fans think of Crocs as "a part of their personality." They incorporate Crocs into their own personal brand. Fans find joy in how much they can personalize their classics, matching them to their style.
As a Crocs fan who matched the target demo, I decided to focus the campaign on what drew me to Crocs: giving fans the confidence to express themselves, in all their true colors.
Our Brand is Your Brand
The research and fan insights led to the big idea of this campaign: Our Brand is Your Brand. Fans see Crocs as part of their personal brand, and this campaign can highlight how seamlessly Classics fit into any look, celebrating the fans and converting the skeptics.
With storytelling and a fashion-forward focus at the core of the big idea, a Zine was best suited for the gen-z audience in the brief. The fresh take on a vintage deliverable plays into today’s media tends and allows the celebration of Crocs fans to come to life.
Pre-Production
One week isn't a long time to plan a photoshoot with three separate sets, but my team and I made it work. My pre-production deck was a meticulous fifty slide document that accounted for everything down to the last jibbitz. As the stylist for the project, I researched three trending Gen Z styles and brought them to life.
Excerpted slides form pre-production deck
Excerpt of flat plan
Flat Plan
Simultaneous to the development of the pre-production deck, I laid out a flat plan in order to refine my shot list. Each shot was sketched out to consider both composition and color. With this detailed guide, it was quick work to lay the final selects into the working file.
Production + Deliverables
Production behind the scenes
Excerpts of final edited selects
Front + back and table of contents spreads
Music-affinity related, curated spotify playlists towards each targeted Gen Z persona
Example carousel post building off Clogazine articles