Digi-Marketing
Campaign strategy
Brand research
social-content strategy
platform-launch campaigns
content direction
Project Notes
Role: Campaign Strategy, Creative Direction, Copywriting
For this concept, I treated Crocs’ existing “Croc Nation” language as the foundation for a playful/disruptive movement rather than a conventional product campaign. The central theme: pain is not fashion, and suffering is not style.
I developed The Comfort Reckoning as a three-act October story.
“The Evidence” would use deadpan, documentary-meets-meme proof of everyday shoe suffering.
“Witness Protection” imagines a fictional Crocs sanctuary for people escaping hostile footwear environments.
"The Runway of No-Regret” culminates in a high-fashion parody where models abandon painful shoes for Crocs on Croc Day.
The work was designed as a participatory system using social content, out-of-home copy, an AR Comfort Color filter, a digital “Witness Protection” ID-card generator, creator kits, pop-up processing centers, a livestreamed runway film, and editorial product imagery all carry the same visual and verbal world. For my spot in making the top 10 nation-wide, I received a cute black handbag in their Crocs style.