Calling All Classics is a celebration of the limitless possibilities that Crocs’ iconic Classics collection and Jibbitz™ Charms provide to the fans. And just like Crocs fans, Classics come in every shape, size, and color.

For this story, it was important to let models and fans, as well as their unique creations with Crocs’ products, be the star of the show. People should be left feeling like they can express all facets of themselves with Crocs’ clogs, sandals, and charms. And through this campaign, Crocs wanted to empower people to put their true selves out into the world with the same level of personal expression they put into their shoes.

This concept was primarily inspired by direction from the Crocs Creative Director — the idea that Crocs is fully embracing a tapestry of fans, models, employees, and influencers. To execute on this idea, I pulled creative inspiration from the spirit of guerilla self-promotional content, the transition of magazines from a primarily print medium to a primarily digital medium, and from photojournalism.

To make sure the individuality of each person featured really shone, I leaned into minimalism. Keeping the color palette black and white, the color comes from the photography. Bold headlines made sure our messages made an impact. And the inclusion of a script font added another layer of personality to the creative.

Agency: Crocs in-house team, Creative Director: James Gardner, Senior Brand Designer: Dominique Barnes, Senior Copywriter: Julie Boyle, Photography: Ryan McVay, Photography Producer: Katie St. Peter, Photography Assistant Art Director: Anne Crump

Scope

• Campaign Design

• Campaign Guidelines

• Typography

• Layout Direction

• Creative Elements