InMotion by Crocs // Campaign Development

About:

Crocs, Inc. is a world leader in innovative casual footwear for women, men, and children, combining comfort and style with a value that our incredible fans know and love. The Company's brands include Crocs and HEYDUDE and its products are sold in more than 85 countries through wholesale and direct-to-consumer channels.

Brief:

To introduce a new sport franchise, Crocs wanted to launch a fun and energetic 360 global campaign to excite new and beloved fans of the iconic brand.

In partnership with many talented humans, I helped develop a comprehensive campaign to introduce the InMotion franchise to the Crocs portfolio. We highlighted comfort innovation and tech storytelling, drove with broad awareness and built momentum from existing products in this category.

Lola: Art Director—Campaign development, design

Video Director: Travis Harger

Writer: Clarice Ilustre

In partnership with: Great Escape Media, Wild Manor, Rise Creative

Producer: Brandessa Hale

DP: Jack FitzWilliam

Photo: Lauren Jones, Cory Johnson & Neil Kremer

Styling: Nikki Malloy & Lisa Moir

HMU: Jessica Chynoueth

Key Concepts:

New product featuring innovative 360 comfort technology

Sport-adjacent, armchair athletes, everyday heroes

Dad is a mindset (DILC—Dad I’d like to…Croc)

Everyday wins

We partnered with 49ers tight end George Kittle and his lovely wife Claire to produce a wonderfully wild spot featuring our everyday heroes competing in a dog show-inspired competition. We wanted to highlight how the product gives folks that extra advantage in an unexpected, relatable, humorous way. This content was shared across channels and generated a lot of fun engagement.

We featured globally relevant everyday heroes throughout the marketing to highlight the comfort tech in a fun and engaging way. The vibes were impeccable, immersing the audience in a decidedly cheesy, early aughts “Best in Show” universe of competitive comfort.