GLOBAL – JUNE 2011 – Perfect Fools, the Stockholm- and Amsterdam-based creative studio, has launched the final campaign film celebrating one of its most ambitious projects to date: ‘The Canvas Experiment’ – a digital, retail, and artistic fusion experience for global shoe brand Converse.
The Canvas is a giant matrix of pixels – made up of nearly 500 Converse Chuck Taylor All Stars – that users can interact with. The full Canvas is 20 shoes high by 24 shoes wide. Made up of 20 modules, each shoe is mounted on a servomotor and can rotate 180 degrees. Users can physically render any image on the Canvas, as well as animations, video games, films, and music equalizer graphics. By linking the Canvas to a webcam, users can see their silhouette recreated in sneakers.
As part of the Canvas campaign Converse commissioned three artists to create a series of bespoke pieces. German collective, Mentalgassi, devised an abstract interpretation of a flag using photography, graphic structures, different layers and colours. Dutch artist, Diederik Kraaijeveld, created a one-of-a-kind Chuck Taylor All Stars portrait using wood flooring salvaged from a basketball court, while French artist Olivia Fremineau celebrated independence of spirit with a unique fusion of photography and art installation.
Artist activity culminated in a Converse pop-up party in Paris earlier this month, as all three artworks were brought together for the first time. French indie rockers, The Dodoz, plugged into the Canvas itself, working all 480 shoes as sound equalizers.
Alongside campaign launch activity, two Canvas window installations appeared in flagship Converse retailers – Courier in Paris, and the Converse Store in Berlin – interacting with the movements of passersby. Parts of the Canvas are currently on display in retail outlets in Barcelona, Madrid and Milan, and this summer, the full Canvas arrives in the UK to celebrate retailer Schuh’s 30th Birthday.
Additional international activity is planned for coming months.
The ‘hero’ film can be viewed at www.perfectfools.com.
CREDITS
Client name: Converse EMEA
Brand name: Converse
Project/campaign name: The Canvas Experiment
Client name: Francesco Sala, Digital Marketing Manager EMEA
Creative agency: Perfect Fools
Executive Creative Director: Tony Högqvist/Mark Chalmers
Copywriter: Patrick Gardner
Art director: Niklas Karlsson
Film director: Karl Nord
Motion Designer: Martin Hammarberg
Photographer: Alexander Radsby
Technical Director: Björn Kummeneje
Developer: Mattias Hallqvist
Developer: Mikael Lundmark
Account director: James Goode/Patrick Gardner
Executive Producer: Fredrik Heghammar
Planner: Michael Aneto
Producer: Patrik Sundberg
Producer: Markus Björk
Installation production: Checkland Kindleysides
Director of Photography: Oskar Lundgren
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