Overview
CONVERSE · CAMPAIGN
You’reIt
A celebration of creativity and self-expression.
An open invitation for young creators to make their mark on the world in unexpected ways.
The “You’re It” campaign was designed to ignite creativity and inspire a new generation of youth to step outside their comfort zones and create.
Converse has always championed individual expression. This campaign took that ethos further by turning everyday spaces, discarded materials, and unconventional objects into bold works of art.
Films
Artist films
The process became the story: three films, three creative worlds.
Installations
Three artist worlds
Discarded materials became immersive structures, new rituals, and places to play.
Through digital storytelling, interactive content, and physical activations, the work made creativity feel accessible, playful, and limitless.
Every installation retained the evidence of its making: loose joins, unexpected objects, and the artists themselves inside the frame.
Process
The making
Creativity can flourish anywhere, with anything.
We collaborated with emerging artists from across Asia, inviting them to reimagine their surroundings using unexpected materials, from recycled plastics to urban debris, to build immersive, large-scale installations.
Each creation was a testament to how creativity can grow out of the ordinary. The campaign celebrated the raw experimentation, problem-solving, and personal expression that goes into making art, not only the finished pieces.
Impact
Result & impact
Converse became an active champion of youth creativity and self-expression.
Ordinary materials became extraordinary works of art and a reason for young creators to rethink what was possible.
Youth engagement
Inviting real artists from across Asia to create with unconventional materials resonated with young audiences and encouraged participation across digital and real-world activations.
Cultural relevance
Converse strengthened its cultural footprint by tapping into the DIY art movement and reinforcing its role as a brand that fuels creativity, individuality, and expression.
Social amplification
Bold visuals and behind-the-scenes process storytelling made the campaign highly shareable and expanded the conversation around the movement.