IPOS teamed up with our friends and retailer OFFICE shoes once again to help raise product awareness around the launch of the new Converse Chuck Taylor All Star Cruise silhouette.
The journey began with a vision to define a narrative surrounding the Converse Chuck Taylor Cruise. Understanding that authenticity is paramount to the Gen Z audience, we set out to capture moments that felt real, relatable, and unfiltered. It was not merely about showcasing a product but creating a visual story that transcended the typical confines of a shoe campaign.
The heart of our creative direction lay in the concept of storytelling through imagery. We aimed to curate a series of “everyday” photographs that would resonate with the Gen Z mindset — a generation known for valuing genuine, unscripted moments. This approach extended beyond the conventional boundaries of a studio-based photoshoot and became a cultural exploration into the heart of Manchester city centre with social influencer Rubi Deschamps.
IPOS were then able to take the captured moments and seamlessly integrate them into a cohesive online, social and in-store media campaign that would not only captivate but also connect with the target audience.