CONVERSE HOMECOMING / LE RETOUR
TikTok star @sjbleau returns back to her hometown of Montréal in a vibey new film and campaign for Converse and Browns Shoes.
Creative / Production / Creator Relations
The campaign includes a hero 1:30 short film, directed by Vincent Ruel-Côté, as well as 0:30 and 0:15 cutdowns for social, looping video and GIFs for digital, and a selection of stills shot by Jocelyn Michel.
In addition to SJ, the campaign featured an original track by local Montréal musicians Birdwatch, wardrobe by the locally and sustainably made Mercy House, and set design by all local, female artists.
The 360-degree campaign took over Browns digital channels with a dedicated and shoppable microsite that gave a behind-the-scenes look at the campaign, a deep dive into all the local artists featured, and e-comm integration to directly purchase the two featured sneaker styles.