Converse Chuck II Launch

To launch the newest iteration of the Chuck Taylor – a footwear icon – we decided to take the idea of an influencer event and flip it on its head. Instead of a traditional influencer event we opted for chaos. We hijacked their shoes and hid their identity to create a mosh pit fueled by the band H09909. As paint and pigment flew, it revealed murals by the artist Parra. This immersive brand experience caused a surge of social media as we blew up simultaneously in New York, London and Shanghai.

Campaign developed with Irwin Matutina at Exposure 
Illustrations by Parra