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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Film
Market Sweden
Production Perfect Fools
Director Karl Nord
Executive Creative Director Mark Chalmers, Tony Högqvist
Art Director Niklas Karlsson
Copywriter Patrick Gardner
Producer Patrik Sundberg, Markus Björk
Account Supervisor Patrick Gardner, James Goode
Released April 2011

Credits & Description

Category: Internet Film
Product/Service: CONVERSE SHOES
Production Company: PERFECT FOOLS, Stockholm, SWEDEN
Date of First Appearance: Apr 29 2011
Executive Creative Director: Tony Högqvist/Mark Chalmers
Copywriter: Patrick Gardner
Art Director: Niklas Karlsson
Agency Producer: Fredrik Heghammar
Account Supervisor: James Goode/Patrick Gardner
Producer: Markus Björk/Patrik Sundberg
Director: Karl Nord
Animation: Martin Hammarberg
Cameraman: Alexander Radsby
Planner: Michael Aneto
Director Of Photography: Oskar Lundgren
Other Credits: Björn Kummeneje/Mikael Lundmark/Mattias Hallqvist/Installation Production: Checkland Kindleysides

English Description
Our idea: use the shoes themselves as the vehicle for delivering unique and exciting experiences. The Canvas is a fully-functional digital screen built out of 480 Chuck Taylors, each connected to a servomotor enabling 180° rotation. One side of each shoe is red, the other blue, while the fronts are white. The shoes act as pixels, making it possible to render images and animations. Weighing 400 kg, the full Canvas is 20 shoes high x 24 shoes wide.

By transforming the shoes themselves into an all-new type of Canvas for self-expression we demonstrated once again the independent thinking embodied by the Converse brand.

The Canvas can display images, video games, films, and music equalizer graphics – showing volume and frequency. By linking the Canvas to a webcam, users can see their silhouette image recreated in sneakers.

The servomotors are quick and responsive – like a radio-controlled car. They’re typically used in large industrial printers and in factories, running different robotic devices. This kind of functionality allows images to change in a matter of seconds.

In the related campaign films we follow the development of The Canvas from first exploration through final experience, and over a number of creative and technical hurdles. Along the way we investigate the question: just who would be crazy enough to build a giant screen out of sneakers?