As part of Crocs’ ongoing expansion in Greater China, we collaborated with Kerry Wang—a celebrated singer, actor, and gamer—to launch a high-impact brand campaign rooted in self-expression and individuality. Kerry’s dual identity as both a mainstream celebrity and an unapologetic gaming enthusiast made him the ideal embodiment of Crocs’ brand ethos: “Come As You Are.”
I led the creative development across concept, visual tone, and production, working with teams in Shanghai and Singapore. The campaign fused gaming culture aesthetics with high-style editorial imagery to highlight Crocs as a canvas for personalisation. We crafted a short-form film featuring Kerry’s dynamic on- and off-screen personas, interwoven with motion graphics and layered sound design to amplify the digital-native vibe.
My team commissioned stylists and post-production partners to create a cohesive look that balanced youth appeal with visual sophistication. We also partnered with local creative talent for illustration overlays and social extensions, keeping cultural nuance front and centre.
Results:
Over 10M views across Chinese digital platforms
Major lift in brand affinity among Gen Z and gaming communities
Positioned Crocs as a credible player in China’s creative and influencer economy
