24 Hours in the Making
The Challenge
Hero those independent enough not to follow—writing their own rules and personifying the spirit of the Converse Weapon in unexpected pockets of culture.
The Insight
The definition of 'subculture' has evolved in recent years—conflated with fleeting niches, cores and trends. But we believe beyond the algorithm true innovation still exists.
So we set out to connect our audience to subculture groups worth highlighting.
The Solution
Provide an unfiltered look behind the scenes of collectives writing their own history in real time across New York, Los Angeles, and Barcelona.
We briefed three unique groups and asked them to document 24 Hours in Converse Weapons through their own lens—showing how they influence their communities and shape culture from where they stand.
Renegade produces underground events across New York City. They packed out a vacant waterfront lot for a rave in the early hours of an August morning.
Bikes on the Boulevard is a lowrider bike club for kids, representing generations of influence in Latino culture across Los Angeles.
They capped off the summer cruising through the streets of East LA, culminating in a community get-together at Elysian Park.
The Streetball Sants are the face of streetball culture in Barcelona, organizing games, tournaments and community events in the city’s Sants-Montjuïc district. We got a sneak peak at their final practice day ahead of a big weekend tournament.
Results
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