Hello Kitty and Friends x Crocs Campaign
Project Scope
Art Direction
Digital Design
Roles
Creative Direction/Design—Kaitlyn Wong
Photography—Matt Hawthorne
Set Design—Todd Davis
Copy— Clarice Ilustre
Timeline
6 weeks
About
For 2023, one of the biggest campaigns for Crocs during Q1 centered around their partnership with Sanrio. This particular product launch focused on a clog featuring Hello Kitty and Friends for fans of all ages. The execution for this campaign heavily relied on the ability of speaking to both old and new fans, while sparking a sense of nostalgia that could be understood from various markets around the world.
The concept for this shoot was to create a dreamlike world that exuded a sense of friendship, joy, kindness, and inclusivity. With the addition of Sanrio plushies, it adds another layer of nostalgia and playfulness that brings back fans to a simpler and more joyous time of their lives. My individual responsibilities for this campaign was to create the mood board for the set design, makeup, and styling that the photographer and set designer could follow to execute the shoot on their end. While also providing art direction through every step along the process, whether it pertained to certain shots that we needed of the models and the product or if we needed to adjust how the set looked.
As of today, the partnership between Crocs and Hello Kitty and Friends remain the best performing license collaboration for the brand. It has beaten the weekly profit records set by other licenses in only one day of launching, and it has generated over $5 million in profit globally in Q1 alone.
Photography
Homepage Heroes
Onsite Content Cards
Paid Social Ads
