Digital Activation
The iconic shoe brand has an admirable marketing approach. They don't create ads telling people they're cool. They prove they're cool by supporting art, music, and skate culture. We leveraged that philosophy to create an interactive experience that promoted the brand and gave fans the chance to see their favorite artists like never before.
Challenge
Converse had invited a handful of popular bands and artists into their recording studio. We were asked to develop a new way to capture their performances that was intimate and unique, yet true to their brand.
Idea
If we couldn’t physically get the fans into the recording studio, we would deliver the next best thing: an immersive 360 video experience that allowed fans on any device to get a center stage view of artists playing their greatest hits.
Amplify
Featuring performances by Frightened Rabbit, Chelsea Wolfe, Beach Slang, Twin Peaks, Basement, PINS, and the Subways, the experience was enhanced with Hot Spots that would activate interviews with the musicians, giving fans intimate insights into the artistic process.
Extra Kick
Taking the diversity of our audience into account, the 360 video could be fully experienced on a desktop computer, mobile device, or virtual reality headset.
Extra Kick
Taking the diversity of our audience into account, the 360 video could be fully experienced on a desktop computer, mobile device, or virtual reality headset.
Full Volume
Rather than promoting the experience via a paid brand campaign, we simply gave the content to the bands and watched them release it across their own social channels. This approach let us reach a broad audience of fans who were sure to be interested in the content, and gave us an organic level of credibility that we might not have achieved on our own.
