“Making Crocs look cool since forever”
— crocs (and Tyler the Creator, obviously)
Strategic Communication Capstone, University of Colorado Boulder
Campaign Overview
A conceptual campaign exploring a collaboration between Tyler, the Creator and Crocs, designed to connect with a younger, style-forward audience through individuality, humor, and expressive design.
Objective
To position Crocs as a culturally relevant, expressive brand by tapping into Tyler, the Creator’s influence in fashion, music, and youth culture.
Insight
Gen Z consumers are drawn to brands that embrace individuality, irony, and self-expression. Tyler, the Creator represents a blend of creativity, unpredictability, and authenticity that aligns naturally with Crocs’ unconventional identity.
Creative Direction
The campaign leans into playful absurdity, bold color, and expressive styling to reflect both Crocs’ comfort-first design and Tyler’s artistic persona. The tone is intentionally offbeat, confident, and culturally aware.
Execution
Projected 20% engagement lift, benchmarked against comparable Gen Z brand activations
Modeled audience expansion targeting Crocs' identified gap: male Gen Z 18–24
Strategy validated against real campaign benchmarks from similar brand crossovers
Why It Works
This collaboration bridges comfort and culture, allowing Crocs to expand beyond functionality into a more expressive, identity-driven space while staying authentic to its core brand.
CROCS x GOLF Le FLEUR — Conceptual Brand Collaboration
The goal: to bridge Crocs' mainstream comfort appeal with GOLF Le FLEUR’s aspirational streetwear identity, reaching a new Gen Z male audience while preserving brand integrity on both sides.
Event Director + Creative Strategist
As a lead contributor on the Passion Fruit Media team, I focused on creative direction, campaign storytelling, and consumer engagement strategy.
Key Contributions:
Social Media Strategy: Designed Instagram grids, built a TikTok unboxing concept, and developed hashtag campaigns tailored to Gen Z values and humor.
Content Planning: Built a visually cohesive content calendar aligned with both brands’ tones and audiences.
Event Vision: Conceptualized immersive pop-up events in NYC, LA, and London to support the campaign’s luxury-meets-accessible aesthetic.
Audience Research: Helped identify and close Crocs' demographic gap by targeting Tyler’s cult Gen Z male fanbase.
Tools & Platforms:
Canva · Adobe Suite · Google Analytics · Instagram Insights · TikTok Strategy
