Converse No Wrong Answer

THE Approach

build the campaign around celebrating self-expression in all its forms, and emphasize that style, creativity, and individuality don’t have right or wrong outcomes – “No Wrong Answers” (틀린 건 없다). leverage karina’s fearlessness and experimentation to show a different side of the artist through unseen in any other aespa content; both for aespa fans and fashion followers. lean into bold copy, split-screen storytelling, and modular editing formats to maximize mileage across platforms while staying true to Converse’s raw, playful, and irreverent tone.

The Brief

Converse approached us in 2024 to launch their Spring ’24 campaign in Korea with a focus on the new “New Form” silhouettes — the Chuck 70 De Luxe Wedge and De Luxe Squared. The client wanted to spotlight these bold new product forms alongside their new brand ambassador, Karina from aespa. Despite a tight budget and high volume of deliverables, the challenge was to craft a campaign that could both introduce the product line with impact and cement Karina’s role as a face of Converse in Korea.

CLIENT Converse Korea

BRAND TEAM Audrey Park

AGENCY GENE

CREATIVE DIRECTION Hankyul Oh

ART DIRECTION Seoyun Lee

DIRECTOR GA (KUW)

PHOTOGRAPHER Kim Sun Hye (CHUTZPAH)

EXEC PRODUCER Seunghwan Lee (KUW)

The Result

A split-screen narrative introduced diverse “gamechangers,” including Karina breaking conventions and tapping into korean subculture activities to embody Converse’s mantra of unbridled expression. Key Visuals & Photography Shot by Kim Sunhye, highlighted Karina styled in “ugly chic” aesthetic and bold, clashing looks, contrasted against vivid backgrounds. Each cut emphasized Converse’s new silhouettes while amplifying Karina’s charisma. Social Extensions (Teasers, BTS clips, and unboxing videos) reimagined the campaign for native social use, ensuring strong resonance with Converse’s younger, digital-native audience. Despite budget constraints, the creative solutions enabled a wide range of assets that elevated Converse’s cultural presence and introduced Karina as a global-facing brand ambassador.