Art Direction / Concept / Design
In a world full of puffy clothing, Crocs wants to own confidence — and we're calling it Puff Mode. Puff Mode means confidence is on. It's about making the women feel comfortable and energized to take up space. We blew up Overpuff’s exaggeratedly cozy DNA — puffy textures, fleece lining, sleek nylon uppers — and captured the cool, empowered attitude that can only be owned by Crocs for the global launch of this unique new collection.
Brand: Crocs / Role: Art Director
To build anticipation for the Overpuff collection, we appeared at influencer events at NYFW, gained traction in Highsnobiety and expertly teased the Overpuff Shorty exclusively on TikTok Shop and Crocs App.
The Overpuff Shorty SOLD OUT within days of launch.
The Overpuff campaign creative matched the collection’s larger-than-life vibe and made a statement across all channels. The design system featured art direction, typography, graphic design, CGI and 3D animation to amplify the essence of Overpuff and allowed channels to leverage storytelling moments alongside product focused features and benefits. Every touchpoint the campaign preformed well above average, from paid media to online CTR and purchases.
Crocs In House Creative Team: Creative Leads: Denali Free (Art) , Clarice Illustre (Copy) / Production Team: Chris Skiles, Maria Padget, Travis Hager, Meesh Deyden
Production Partners: Bark&Bite (CGI, Video Editing) ; Rise Creative Studios - (Brandessa Hale, Producer) ; Concrete Stem (Art Department)
Lifestyle Photography: Matt Hawthorne / Product Photography: The Social Trust / DP: Garrett Marks / Wardrobe Styling: Estelle Aporonago / Hair + Makeup: Joanna Klein