In 2021, Crocs had big news to announce! Crocs was committing to becoming Net Zero by 2030. To announce this exciting news, Crocs needed a compelling way to share their new, green plans in a way that was rooted in their brand.

To do this, I proposed a campaign that would address the sustainability topic head-on through declarative, large headlines, and the use of a bold color palette. This campaign allowed Crocs to show fans that their favorite colorful clog isn't going anywhere, it's just getting better for the Earth.

For launch, we focused on creating a series of monochrome photos that put the focus on the iconic footwear, pairing the photos with headlines and information to explain the finer points of the sustainability news. Shortly after launch, we expanded the photography to include images of models wearing the product.

The colorful and bold announcement was on brand, and definitely caught the attention of the Crocs audience.

Agency: Crocs in-house team, Creative Director: James Gardner, Associate Creative Director: Chris Skiles, Copy Manager: Julie Boyle, Art Director of Brand: Youri Zaragoza, Senior Brand Designer: Dominique Barnes, Photography Producer: Katie St. Peter, Photography Art Director: Anne Crump, Videographer & Editor: Chris Svoboda

Scope

• Branding

• Campaign Design

• Photography