CONVERSE BLANK CANVAS PROJECT
From bankruptcy re-start in 2001, Todd Tilford and his agency, Pyro, devised a critical pivot strategy away from management’s proposed position - “the athletes’ shoe of choice”- focusing instead, on the Chuck Taylor All Star product line. Identifying the shoe’s unrecognized and untapped power as a counterculture icon.
Taking cues from the simple canvas design and people’s tendency to personalize their Chucks, Tilford and agency created a brand platform based on originality, creativity, self-expression and collaboration. Activating and engaging the creative community, they re-launched the brand via the Blank Canvas Project.
From there Tilford led the execution of all content and marketing materials, including website, social, digital, experiential, community and influence. Along the way, we pioneered the coming wave of mass customization and artist collabs.
In July of 2003, just two years out of bankruptcy, Converse was acquired by Nike for $309 million. The Blank Canvas platform remains the foundation for the Converse brand today.
“Our whole mission is to inspire originality and be an advocate and catalyst for creativity.” - Converse CMO Geo Cottrill
Converse raked in a reported $2B in sales in 2017, versus a reported $205M in 2001.
- Project Roles
- Content Strategist, Creative Director, Strategist, Writer
- Company
- Pyro
- Skills
- Commercial, Conceptual, Consulting, Content, Content Strategy, Copywriting, Creative Direction, Creative Research, Creative Strategy, Design, E-Commerce, Environmental, Experiential, Fashion, Integrated, Interactive, Lifestyle, Localization, Management of Teams 20+, Marketing Strategy, Mixed Media, Multi-cultural, Music, National / International, Night Life, Outdoor, Print, Retail, Social, Social Media Strategy , Strategy, Street, Stunts, Urban
- Media
- Advertising, Apparel, Art, Billboards, Brand Identity, Branded Content, Branding, Briefs, Concept Art, Corporate Slogans, E-commerce Platforms, Events, Experimental Films, Installations, Interactive Installations, Magazines, Manifestos, Microsites, Murals, Music, Packaging, Parties, Posters, Retail Designs, Screen Prints, Shoe Designs, Short Films, Social Media Content, Social Media Copy, Street Art, Taglines, Themed Environments, Video Installations, Viral Films, Visual Designs, Websites, Window Displays
- Project Industries
- Advertising, Fashion, International, Lifestyle
