The Ask: Develop a single campaign story based on a Dynamic Value Change, designed to effectively communicate the strategy, story, and creative vision in a clear, engaging, and persuasive format.

For this campaign, The Art of Self-Expression, I developed a concept for Converse rooted in creativity, identity, and the messy beauty of becoming. The idea? Converse isn’t just a shoe, it’s a co-creator in your self-expression. Centered on the value shift “From following trends to defining your own,” this campaign invites audiences to see their personal style not as something curated by trends, but created by them. 

A creative exploration produced during my Master’s program—not an official Converse campaign.