Converse - Spark Progress - W+K London

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We created Spark Progress, a new anthem film for Converse which celebrates London’s creative community, a generation of empowered youth who are driving their own futures.

As the kick off of the brand’s SP19 campaign, W+K London’s debut work for Converse stands as a larger statement of the brand’s commitment to London youth and aim to co-create with and help them achieve.

The film, which documents the creative process of five London-based women inclusive of their ambitions, trials, tensions and successes across their respective journeys, features Ama Lou, singer, songwriter & film-maker; Paria Farzaneh, Iranian menswear designer; Lava La Rue, singer, skater & artist; RAYE, singer & songwriter; and Feng Chen Wang, menswear designer.

Known for setting their own agendas to achieve success in each of their creative fields, the stories of these women – who each represent the spirit of the Converse brand and are ongoing creative partners – are intended to inspire other young talented and inspirational individuals to continue to push progress forward.

Co-created with the women and shot across London, from Ladbroke Grove bedrooms and Hackney studios to Peckham rooftops and the iconic Printworks venue, the film blends footage from the subjects’ everyday lives with ethereal spaces representing the pivotal moment before they share their creations with the world. It is this approach that offers a raw glimpse into the highs and lows of being a young creative in the city, and the ability to break through.

Their journey is exemplified by the film’s mantra: “while others are busy deciding our future, we’re busy making our own.”

While the film documents the specifics stories of its five co-creators, Spark Progress represents more than a tagline – it is the start of a journey from the brand to youth in London and beyond. The spirit of this campaign is what has connected the Converse brand to culture for decades.

To recognise the work happening across the broader community, Converse is offering its canvas to a community of young creatives across industries – including fashion, music and skate – that are just starting out on their journeys. Over the next year, Converse will help enable their progress through support of their creative projects and powerful storytelling.

To support Spark Progress, Converse have launched an official London page – Converse.com/London, which will be a platform to host real stories from the youth collaborating with Converse across the city. Additionally, the brand has launched a London specific Instagram channel @converse_london, that is dedicated to showcasing the work young progress-makers in the city are creating with the brand.

Credits:

W+K London

Creative Director: Darren Simpson
Creatives: Freddy Taylor, Andrew Bevan, Philippa Beaumont
Executive Creative Directors: Tony Davidson, Iain Tait
Group Account Director: Francesca Yeates, Paulo Salomao
Account Director: Charlotte Gunn
Account Manager: Amy Emerson
Planning Director: Paula Bloodworth
Comms Planner: Iona Ratcliffe
Planner: Ayo Fagbemi
TV Producer: Michelle Brough, Jo Charlesworth
Design Director: Karen Jane
Designer: Adam Hunt
Motion Designer: Jon Harris
Head of Business Affairs: Helena Tomas

TV PRODUCTION
Production Company: Pulse
Director: Paco Raterta
Executive Producer: James Sorton
Line Producer: George Saunders
Director of Photography: Joel Honeywell
Editorial Company: Final Cut
Editor: Dan Sherwin & Kit Wells
VFX Company: The Mill
Exec Producer: Alex Fitzgerald
VFX Supervisor: Fergal Hendrick
Shoot Supervisor & Creative Director: Dan Williams
2D lead: Adam Maynard
Music Company: Mr Pape
Sound Designer: Sam Ashwell
Mix Company: 750MPH

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