We had our name and we had our look, but we still needed a way to launch these shoes in a way that would get our target excited—and get them buying. But how do you create a campaign for an audience whose personality is always in flux? How do you create a campaign for a group of people who are, by their own admission, in the process of figuring out who they are and what they actually care about? You create something that celebrates that process and gets them involved in shaping… everything.
We called it, “Creativity in Process.” At its core, the campaign was about giving fans an in-depth, rarely seen look at the work that goes into creating a piece of art—from ideation to final execution. We partnered with some of New York’s most inspiring artists, challenging them to create a brand new piece of art inspired by the Transmission Pack. We kept things local, working with artists living and working within a few blocks of each other and exhibited their art in those same neighborhoods.
Then, we invited our fans into the process, getting them involved and opening up opportunities for collaboration—like an interactive, public process diary on Google Docs where they could comment and leave feedback on the artist’s work. We also made use of the polls feature on Instagram, giving our fans a direct line of communication to our artists. This allowed us to solicit real-time feedback from our target and get them involved in the final artistic output. The result of all this collaboration? Three brand new pieces of art and three videos documenting the process from start to finish.