To celebrate the re-release of Converse’s classic ‘Pro Leather’ sneaker, we created a film and photography documentary about London youth culture. The shoe’s heritage is on the basketball court but it had a much wider impact on street culture when originally launched in 1976. Converse wanted to inspire it’s audience portraying a snapshot of modern street culture today, so we created PR content to represent this ethos with authentic Londoners in different postcodes. The photos by Jake Green and film by Thomas Leach saw us follow five young Londoners around their local areas, exploring what they love about where they are from and how they interact with their surroundings. We then presented their work in a specially curated gallery show on Hanbury Street, east London, to 50 high profile media from around Europe, allowing each journalist to take a limited edition print and cultural map of the local area away with them at the end of the day.
‘Collaborating with INT Works in any way is always a pleasure. They are creative, passionate and attentive in everything that they do, and this project is no exception. The attending European media were thrilled with the care, thought and attention to detail provided in this experience and it inspired a new way of thinking not only around the product, but also media experiences in general.’ PR & Energy Marketing Manager at Converse EMEA