CROCS MAD LAB LAUNCH

OVERVIEW:

Crocs was launching Mad Lab, a bold new digital and AI-driven creative platform. The challenge was clear: how do you tease something that lives entirely in the future?

You go back to basics first.

As lead art director, I executed all hand-drawn sketches and illustrations used across the campaign's teaser assets, building the visual language that bridged the analog and digital worlds.

THE CONCEPT:

Back to the Drawing Board is a deliberately analog teaser campaign designed to build intrigue before the fully digital Mad Lab reveal. Hand-drawn sketches, raw linework, and lo-fi creative energy were used to hint at something bigger coming. The roughness of pencil on paper became the perfect contrast to the AI-powered world about to launch.

PHASE 01 – PRE-LAUNCH

FEED THE RUMORS.

Seeded subtle hints through campaign creative, social posts, and easter eggs across Crocs-owned channels.

PHASE 01 – PRE-LAUNCH

FUEL THE FRENZY

Then escalated with controlled leaks, sneak peeks, and alpha test content across owned and earned media to turn speculation into real anticipation.

WEB BANNER HOMEPAGE

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WEB BANNER HOMEPAGE 〰️

PHASE 02 – LAUNCH | ME.0 CHALLENGE

MAKE YOUR BBITZ. KEEP THE ENERGY.

Launched the Me.0 challenge across all channels, putting the Mad Lab platform in people's hands and inviting them to create. Followed by sustained content to spark imagination and engagement.