Alex Consani x Converse: Valentine’s Day
Role: Concept Development, Art Direction, Design, Retail Agency Experience oversight, BTS & Texture Still Capture
Concept: Table for One
A reclamation of self love through Valentine’s day, starring Alex Consani. Love Me takes themselves out on a fun solo date with their alter ego, Love Me Not.
Inspired by the product design divided up by Love Me & Love Me Not product, we pulled in modern day consumer insights around dating to heavily inform the concept. Gen Z is vocalizing their frustration and distrust with dating apps, and is investing their time and energy elsewhere. Alex was the perfect Gen Z muse to deliver this message as someone who who is unapologetically confident in her identity and enjoying her single life by having fun, being unserious, and centering herself first.
The resulting creative was an immersive, juicy red visual experience brought to life through motion and still assets, set in a vintage Italian restaurant that felt hazy and schmaltzy.
Product insights+ cultural insight = creative concept
Selects From Final Campaign Creative
Campaign Lockup & Design System Examples
Typographic research and visual references, drawing inspiration from old film title & end cards.
Source: Are*na
Set Design Inspo & References
Source: Are*na, Instagram
The set was a critical piece of the creative that needed to be the perfect backdrop to our Table for One story. My vision was an old style family run Italian restaurant that had been around for decades, and was outfitted in red booths, ornate details, wooden textures, dimly lit sconces, old valentine’s decor, a hazy atmosphere, cozy & classic. The perfect location for a vintage date night feel.
The result of the space was an immersive, juicy red visual experience that embodied the nostalgic, schmaltzy, old movie feeling the concept called for.
Sample Retail Executions
Team: North America Brand Creative
Talent: Alex Consani
Production Crew
@staygoldenla
Director & Photographer: @ladyist
2nd shooter: @itslaurenjones
DP: @cole__graham
Managing Director: @matthewdmt
EP/Line Producer: @valleyofthedahlz
Executive Producer: @kevyg5
Producer: @magenashleyyoung
Production Supervisor: Sam Miller
Choreographer: @ryan.heffington
Production Designer: @paidfollower001
Wardrobe Stylist: @karlaymiranda
MUA: @zaheersyn
Hair: @uncle__lee
Converse Crew
Concept, Art Director, BTS Stills & Designer: @lauoneil
North America Creative Director: @stephanielove11
Senior Creative Producer: @mfleet
Senior MGR, Entertainment Marketing: @jasonthome
Social Media Manager: @madeleinesallen
NA Director of Digital Marketing: @carlyscurf
NA Director of Brand Marketing: @suevgrelonipierri
Brand Manager: @crisllerena
Offline
@thedeneditorial
Editor: @tcmesta
Assistant Editor: @_quinnelse
Sr. Executive Producer: @jamersiless
Sr. Producer: @kortlafan
Color
@company_3
Colorist: @josephbicknell
Color Producer: Casey Koster
Music
@fielddaysound.tv
Sound Design and mix: @nathuiz, @noah.woodburn, @magooch
Executive Producer: @kovercash
Executive Producer: @leslieecarthy