Project 96 is a platform to release limited-edition Converse shoes in smaller global markets. The program needed to feel limited, underground, and mysterious, building hype and excitement around product releases. We took inspiration from occult aesthetics, institutional typography, and the atmosphere of secret societies to develop an unexpected and mysterious program for Converse to test its limited-run product. Through out-of-home and Instagram posts, consumers were enticed to contact a WhatsApp number that gave them instructions for the time and place of the release. Once in-store, consumers could use a special code to unlock a box, revealing the product.
Executive Creative Director