Overview
This 60-second commercial was created for the Converse Run Star Hike Lugged Hi. Rather than focusing only on the product, I developed a narrative that connects with the brand’s audience through creativity, individuality, and self-expression.
Using audience research and persona development, I identified that the target audience values originality, creative exploration, and confidence. These insights shaped every stage of the project, from concept development and location selection to cinematography, editing, and color treatment.
My Role
- Market Research
- Audience Research
- Storyboarding
- Script Development
- Video Production
- Cinematography
- Video Editing
- Creative Direction
Design Process
Audience & Market Research
The project began with research into the Converse Run Star Hike Lugged Hi audience. I analyzed demographic information, lifestyle preferences, competitor brands, and consumer behavior to better understand the target market. A user persona was developed to guide creative decisions and ensure the commercial connected with the intended audience.
Concept Development
Instead of creating a traditional product-focused advertisement, I developed a narrative around creativity and action. The concept follows the idea that ideas remain unrealized until someone takes the first step, connecting personal growth with the product experience.
Storyboarding & Shot Planning
I created a detailed storyboard and shot list that mapped the entire commercial before filming. The sequence included sixteen planned shots covering creative workspaces, campus environments, urban locations, and outdoor settings. Each shot was designed to support the narrative and visual progression of the commercial.
I used ChatGPT to help me with the visuals.
Creative Direction
The concept centers on a creative individual moving from ideas to action.
The commercial begins in a personal creative space where ideas exist only as sketches. As the character puts on the shoes and steps outside, the environment expands from a bedroom to campus, city streets, nature trails, and creative spaces. Each location was intentionally selected to represent movement, exploration, and personal growth.
Production
Filming focused on movement, low-angle perspectives, close-up product shots, and environmental storytelling. The footage was captured to emphasize momentum, confidence, and progression throughout the narrative.
Production Process
I independently managed the entire production process, including research, storyboarding, location planning, filming, editing, color correction, and color grading.
Special attention was given to shot composition, pacing, and visual continuity to ensure the commercial felt connected to the audience identified during the research phase. The project was produced in both 9:16 and 16:9 formats to support multiple viewing platforms.
Post-Production
The final commercial was edited entirely in Adobe Premiere Pro. I organized footage; refined pacing; synchronized visuals with audio that was from Artlist.io, Sunny Summer Song by Out of Flux; built transitions; and created separate exports for both vertical and horizontal viewing experiences.
Outcome
The final commercial demonstrates a complete creative workflow, from audience research and concept development to production and editing. The project showcases storytelling, shot composition, editing, and the ability to adapt content across multiple media formats.
16×9
9×16
Tools Used
- Adobe Premiere Pro
- Storyboarding
- Market Research
- Audience Research
- Video Production Planning
- Procreate
Skills Applied
- Commercial Production
- Video Editing
- Storytelling
- Creative Direction
- Cinematography
- Audience Research
- Storyboarding