Project Roles
· Creative Ideation
Converse
· Narrative Lead
Converse wanted to strengthen its cultural relevance among Gen Z and Millennials, moving away from purely product-driven advertising to campaigns that reflect authenticity, music, and self-expression.
We developed campaign narratives and content series that tapped into Converse’s cultural DNA, spotlighting unfiltered, real-life stories (Celebrate Your Way) and anchoring community engagement through music (Our Beat). These campaigns ran across multiple digital platforms, blending storytelling with activations that resonated deeply with youth culture.
I led the creative messaging – shaping the storylines and writing scripts and copy that captured Converse’s bold, candid voice. I collaborated with the strategy, design, and account teams to ensure consistency and authenticity across every channel.
Celebrate Your Way earned industry recognition, reinforcing Converse’s position as a brand that co-creates culture with its audience. Our Beat elevated brand engagement by anchoring campaigns in music and authentic storytelling rather than just products.
· Celebrate Your Way (Award-Winning Video)
· Our Beat
· Campaign Strategy
· Script & Storyline