Crocs
Crocs needed a route into gaming culture that felt native rather than borrowed.
Customisation works like identity signalling in both footwear and gaming.
Position Jibbitz as the physical equivalent of avatar skins and digital flex.
DePaul
Support for young homelessness can feel distant from where the crisis is actually encountered.
Public space already carries the evidence of social neglect, so the street itself can become media.
Use QR-coded interventions in overlooked urban spaces to connect people directly to help.
DePaul
People sympathise with homelessness, but often see support as abstract or risky.
The most persuasive appeal is one that feels as personal as hearing from your own child.
Use a direct letter-home format to make Nightstop feel human, safe and emotionally immediate.
Puma
Sustainability messaging in sport often sounds worthy but easy to ignore.
Scarcity and status can motivate action far more effectively than passive awareness campaigns.
Create a limited-edition boot unlocked only by public climate pledges, turning hype into behaviour.
Humen
Men's mental health messaging often feels generic and emotionally armoured.
Phone-native imagery can make emotional distance feel immediate and recognisable.
Use intimate portraiture to show the gap between the public self and the private state.
Humen
Too much mental health communication smooths the emotion away.
Still, direct portraiture can hold attention without melodrama if it is emotionally honest enough.
Build a calm but confrontational portrait route that makes the subject impossible to glide past.
Humen
Documentary realism alone does not always capture the intensity of what people are carrying internally.
More expressive imagery can externalise emotional pressure in a way straight portraiture cannot.
Push the work into darker psychological territory so the inner state becomes the visual subject.
