To launch Crocs Japan’s Golden Week campaign, we collaborated with Avantgardey, a global viral dance troupe known for their synchronised choreography and signature school uniform aesthetic. The brief was to celebrate Crocs’ core message of self-expression by placing it in deliberate contrast with Avantgardey’s visual uniformity. While the dancers moved in perfect synchronicity, their individuality shone through in how they customised their Classic Clogs with personally chosen Jibbitz charms.
The creative content included dynamic short-form video, behind-the-scenes clips, a dance challenge, and stills designed for Crocs’ and retail partners’ social, e-comm, and in-store touchpoints. Set against stylised, high-texture backdrops, the campaign visually highlighted the playful tension between conformity and creativity—where the same shoe becomes a canvas for unique identity. This campaign not only bridged Crocs' global and local cultural relevance but also engaged a new generation of fans through the power of movement, music, and personal style.
Hero Video
Tik Tok Dance Challenge
Behind-the-scenes Video
