In 2023, Crocs needed a marketing campaign with the flexibility to speak to its broad audience about the variety of footwear silhouettes they made, and how those shoes could be customized with Jibbitz™ Charms.

To accomplish this, I crafted a creative campaign centered on using simple photography that showcases the unique individuals who wear Crocs shoes, and the Jibbitz™ Charms that make their shoes extra special. The marketing strategy team decided to have Chloe x Halle lead this campaign, which was great timing as Halle Bailey’s performance as Ariel in the live-action Little Mermaid movie had just been released. The decision was also made to include retail store employees, which was a great way to thank those employees for their contributions to the company and showcase real individuals. To supplement this photography, I opted to leverage monochromatic color combinations and playful shapes.

Partnering with the copy team, we made sure to include clear messaging that quickly communicated the endless options available to Crocs fans when they engage with Crocs products. We also made sure to include the influencer or fans’ name in each piece of creative to continue to drive home the message that anyone can personalize their own shoes when the shoes are Crocs.

The end result was a campaign that was bold, yet playful. It performed well and has continued beyond its intended usage timeframe.

Agency: Crocs in-house team, Creative Director: Constantine Himonidis, Associate Creative Director & Photoshoot Art Director: Chris Skiles, Senior Art Director: Dominique Barnes, Senior Copywriter: Lindsay Edwards, Photography Producer: Samantha Moody

Scope

• Campaign Design

• Campaign Guidelines

• Typography

• Color

• Layout Direction

• Creative Elements