Crocs Social
Agency: Movement Strategy
Role: Group Creative Director
Client: Crocs
In the fall of 2025, we got the opportunity to pitch for Crocs. They were craving a strategic shift in their everyday social presence from a new social AOR. "Less product, more storytelling" was the vision.
As Group Creative Director, I co-led the winning pitch with a creative approach that tapped into the idea of youthful rebellion, positioning Crocs as the enabler of fearlessly being yourself. During the first 60 days as Crocs’ new social agency, we ran point on ideating and executing two social campaigns through this new creative lens. At the same time, I oversaw the development of a social playbook refresh for the brand — implementing what was working in these campaigns in real time.
LEGO x Crocs Brick Clog
One week. Two LEGO Brick Clogs. The brief: make people feel a crazy stupid amount of FOMO ahead of the limited-edition collaboration drop on social.
I oversaw the development and style of a series of social posts juxtaposing gigantic LEGO brick clogs into everyday scenarios. Fans ate it up with 4.2M+ views and 16k+ saves on the unboxing video, and a pickup by NYC's @subwaycreaturesofficial
Instagram + TikTok Content
Dixie D'Amelio x Crocs Crafted Clog
As part of her return to social media, Dixie D’Amelio partnered with Crocs to help tell her story alongside their new Crafted clog. With nothing more than a campaign tagline and a partnership with designer Kerin Rose Gold lined up, they turned to us to build a narrative for a YouTube longform video. I led a small, but nimble senior creative team to quickly deliver a story that centered around Dixie unapologetically embracing herself, while keeping the Crocs identity present but not overpowering. From storyboard to directing to final edit, we coordinated multi-city shoots and produced a lifestyle-forward video that made her personality shine as bright as the product.
YouTube Longform
Instagram Cutdowns
