Crocs needed a new way to tell product stories that would elevate the industry standard, static marketing messages. I pitched an entirely new stream of digital content and directed the project: product videos communicating the inspiration behind the designs, told by the product designers themselves. Shot and directed to be conversational, approachable, and most of all, fun. The result was rich content communicating trends, style, and wearing occasions that spoke naturally with consumers rather than at them.
Leading an outsourced video team, product designers, and copywriters, this new type of content came together exceptionally well and the result was overwhelmingly positive by consumers across the board via social interaction and campaign engagement. By the end of the year, a total of 18 Product Inspiration Videos were launched, culminating in a very fun Blooper reel.
2016 Communicator Award winners:
Award of Excellence: The Classic Clog
Award of Excellence: Star Wars Chewbacca Clog
Award of Distinction: Wedge Collection