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Converse is releasing a new film series, “Create Now. Create Next.” The series features 20 individual, six-second films from established and emerging creatives on the Converse roster.
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The creative campaign forms Converse’s newest brand anthem and showcases the power of the collective.
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The series aims to redefine the “ad” as an act of co-creation and serve as a platform for artistic discovery.
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You can view the six-second videos on @Converse social platforms.
Anyone in marketing understands that the most effective YouTube ads are six second, unskippable spots that arrive during long-form content. These ads can be viewed in their entirety before the ability to skip is available on the app. Converse hasn’t utilized these twenty videos as ads just yet, but the fact that each one has been uploaded to their platforms provides the brand with the ability to revisit each one and “bump” the viewership by deciding to promote each distinctive spot.
The six second videos are also just enough of a digital chunk that they contribute to a search of content for each person featured. The roster of talent hails from almost every continent and captures creativity in music and art. The quick moments offer an endless stream of content opportunities which are perfect for aligning Converse with its audience. Here is a list of the artist. The spots can be found on the Converse YouTube channel.
The campaign roster includes:
- Vince Staples musician and actor from Long Beach, California
- Turnstile hardcore punk band based in Baltimore, Maryland
- A1 x J1 British hip hop duo from Coventry (A1) and Gravesend, Kent (J1)
- Honey Dijon DJ, producer, and electronic musician based in Berlin
- Nyota Parker rapper, vocalist and songwriter from Cape Town, South Africa, now based in New York
- Indigo De Souza singer-songwriter based in Asheville, North Carolina
- Lil Cherry artist from Seoul, Miami and New York, best known for pushing the boundaries of K-pop and hip hop
- Tom Yeti musician, artist and creative entrepreneur from Hong Kong and Shanghai
- Shai Gilgeous-Alexander Canadian basketball player who plays for the Oklahoma City Thunder
- Sage Elsesser artist, skateboarder, record producer and model who was born in Los Angeles and now resides in Brooklyn
- Milton Martinez skateboarder and a father from Argentina, living in Oceanside, California
- Engy Saint-Ange artist from Paris
- Serwah Attafuah multidisciplinary artist and musician based in Western Sydney, Australia
- Navinder Nangla polymath artist from Leeds, now Northhamptonshire-based
- Reggieknow action figure stylist, illustrator and anime director from Chicago
- Thabang Ramphisa actor, dancer and choreographer from Johannesburg, South Africa
- Usha Jey artist and choreographer from Paris
- MC Tchelinho artist, dancer and singer from Rio de Janeiro, Brazil
- Prince Gyasi artist and photographer from Accra, Ghana
- Aidan Cullen artist, photographer and filmmaker based in Los Angeles
