I joined Anomaly Amsterdam in 2012 when it was fresh and only 8 people. Converse was one of our first key accounts, then bubbling with the powerful punk rock energy with the fundamental belief that creativity could change the world. Our role included expanding and adapting global campaigns led by the Anomaly New York office into EMEA markets, as well as developing our own EMEA-specific creative efforts. My role as Cultural Director was to curate and produce content with creative partners, influencers, musicians, artists and makers of the day across Europe. So if you needed that insane photographer, urb-explorer or muralist in Oslo or Berlin, I had a list.
CONVERSE PHOTO CLASH
The Converse Chuck '70 Sneaker was launched in bright bold primary colours. Colours we were tasked with bringing the campaign to life across EMEA. Photo Clash was born, inspired by the communities tweeted or instagrammed photos submitted for a group of global artists to clash with their styles.
After gathering our favourite artists including Wasted Rita (Lisbon), Broken Fingaz (Haifa), Edu De Leau (Amsterdam) and many many more from cities across Europe, we developed a mechanic where fans across could hashtag #clashmyphoto on their instagram posts and our artists would print out a black & white image of the photo, and bring it to life with paint before scanning and and sending it back to the user as a truly artistic photo filter.
The live pop-up events took place in Amsterdam, London, Barcelona, Paris, Istanbul, and Berlin.
Role: Artist Curation, Management, Production and Social Strategy.
CONVERSE CLASH WALL
To launch the campaign in markets we created a series of events we named Clash Wall. Splashing walls and buildings throughout Europe with colour, all inspired by tweets from Converse die-hards.
While other cities including London, Berlin, Paris, Barcelona, Johannesburg and Moscow clashed artists in awe inspiring murals - we clashed eight unique artists in a full monumental protected canal house in the center of Amsterdam from the dirty basement to the penthouse roof.
"A clash of styles that runs throughout the entirety of the building." — Hypebeast
Does, Karski, Onno Poiesz, Sober Industries, Rutger Termohlen, Telmo Miel, Zedz & Zender turned the four story canal house into one masterpiece.
Role: Experiential Production, Social Strategy and Artist Management.
CHUCK II
Converse was launching the new Chuck II, a sneaker that allowed people to do way more in their Chucks. So we curated a host of DOER’S to show us how they could create in their II’s with a special analog social filter for Instagram.
Across Paris, London, Berlin, Spain, Stockholm and Copenhagen a group of free-runners, urbex’rs, artists and makers were gifted the Chuck II with the filter in the box. From there they showcased what they did best.
Role: Artist curation, management and social media production. Social media strategy and communications planning. Creative Team: Lars Mars, Martin Ginsborg, Justin Blythe, Gilles Suprin & Guillerme Roukhomovsky.
