“All the Stories are True”
My Role – Art Direction, strategy, and design. In October 2018, the brief was to create an activation in Los Angeles for youth culture. Through a lot of research I realized that the Latinx community had never been given the credit they deserve for making Chucks into the iconic shoe they are today. I thought of an idea to be able to make Chucks into wearable stories during latinx heritage month in 2019, through various activations and limited-edition Chucks.
Converse has a rich history with Latinx youth, And East LA. Our job isn’t to put words in Latinx youth’s mouths, it’s to surface their stories in ways that feel authentic to their neighborhoods, their culture, and to Chuck Taylor. Let’s celebrate a generation that’s reclaiming and reinterpreting its culture. I also pitched for the brand to collaborate with meaningful local initiatives, such as Los Fotos Project.
Converse executed the project in-house, titled the ¡Mi Gente! Collection in September 2020.
Agency: Wieden + Kennedy
Creative Directors: Patty Orlando, Erik Fahrenkopf
Art Director: Nastacia Chubinsky
Creative Collaborators: Rebecca Russell, Giulia Jimenez
Designers: Dave Chathas, Katy Lee
Senior Strategist: Scott Woodhouse
*WK mock-ups were created from found imagery
Converse has a rich history with Latinx youth, And East LA. Our job isn’t to put words in Latinx youth’s mouths, it’s to surface their stories in ways that feel authentic to their neighborhoods, their culture, and to Chuck Taylor. Let’s celebrate a generation that’s reclaiming and reinterpreting its culture. I also pitched for the brand to collaborate with meaningful local initiatives, such as Los Fotos Project.
Converse executed the project in-house, titled the ¡Mi Gente! Collection in September 2020.
Agency: Wieden + Kennedy
Creative Directors: Patty Orlando, Erik Fahrenkopf
Art Director: Nastacia Chubinsky
Creative Collaborators: Rebecca Russell, Giulia Jimenez
Designers: Dave Chathas, Katy Lee
Senior Strategist: Scott Woodhouse
*WK mock-ups were created from found imagery
September 2020 Launch: ¡Mi Gente! Executed in-house at Converse.
