Crocs’ Mega Crush clogs were one of the brand’s biggest launches in years, offering fans a fresh, street-friendly way to stay comfortable. And after the job Modern Logic did launching the original Crush line that brought the brand into a more fashion-forward space, they asked us to help them make an outsized impact for the line’s launch ads.
People love Crocs because of how they make you feel - and we realized that our task was to translate that feel into a visual medium. In particular, we needed to highlight the way the Mega Crush line made you feel cool, not just comfortable. And that meant bringing the Mega Crush’s aesthetics a turn in the spotlight.
We designed a concept built around a practical shoot which left room for digital elements to be added later - and one which kept the product front and center. The shoot was designed to allow us to incorporate flourishes like graffiti splashes or local elements so that Crocs could localize the spot to specific areas for a global rollout. We also made sure the concept would be able to do double duty as a print campaign; we shot all the models and then comped them into a still version of the production.
The campaign helped Crocs crush the Mega Crush launch in a mega way, earning kudos from fans around the world and starting a fandom for the line among footwear enthusiasts. More importantly, it helped the line sell completely out - even now, the only way to get a pair is on the secondary market.
