Converse x Coraline

For the 15 Yearr Anniversary of Coraline, Converse create a special collection with Laika to celebrate. Shot at Laika Studios in Portland Oregon, we were able to utilize pieces of the actual set from the Coraline film that were 20 years old. The Laika crew pulled pieces out of storage and reconstructed the garden for us. The result was all shot in camera, calling back to the Fantastic Garden scene in Coraline with Converse product & Coraline puppets placed right into the set to excite the Coraline superfan. More about the concept at the bottom with crew credits.

The motion content utilized in Converse’s Coraline launch post resulted in our top performing organic post on Converse Instagram ever, with 11M organic plays, 1.2M engagements and an ER of 17.27%. The collection also sold out.

Role: Art Director, Designer

Context: While concepting ideas for this, I knew that whatever idea we brought to life had to maintain Laika’s approach of doing everything in camera in our execution across stills & motion, as they do in their films. So we did just that, prioritizing original sets & props, cutting out various cardboard Seeing Stones (iykyk) to fit a probe lens through, & worked with the real Coraline puppets in our stills. We took existing footage from the film to connect to our new footage of Coraline discovering the shoes in the Fantastic Garden as she looks through the Seeing Stone. The end result is an exciting moment that celebrates the new product & gives Coraline fans an experience they’ll love

Team: Converse North America Brand Creative

Converse North America CD: @stephanielove11
Converse Art Director: @lauoneil
Converse Creative Producer: @lisaglisag
Converse Operations: @evinascott

Photographer: @stephaniegonot
1st PA: davidlopezosuna
2nd PA: Ryan Skut
Digitech: Chris Gibson
Puppeteer: @justin_rasch_official
Set designer: @birtevonkampen
Prop Assist: Angela Henry

Director/DP: @billyfortier
Post House/Sound Design: @thermal.mov
Motion Graphics: @musevfx
1st AC: @shootdayone
Gaffer: @eric.bixler
Key Grip: @jojotimko
Prod. Assist: @ejfortier @kevymetal_ @nash._

@noproblemos__
Producer: @iamstevez
Executive Producer: pizzamountains
Production Coordinator: @b_coverdale
Camera support: @lensmonger
Grip: @gearheadgrip

Laika team: Yoshi, Tim, Ian, & many more