At the moment, Converse's online gallery includes shorts from the likes of New Yorker cover artist Harry Bliss and video director Alastair McKevitt, as well as a clip from Charles Erdmann and Robin Dafforn, two students at the Miami Ad School. But that's just the beginning. The site includes an open call for new Converse-inspired films, illustrations, music and spoken word poetry. As the copy explains, "with every contribution, the site will evolve and grow. How big? That's entirely up to you."
Select film submissions will air on television with a six-second individually-themed animation from the agency. "People express themselves in different ways," says Butler. "We've gotten everything from narrative stories to animation. Some of it is quite esoteric. We watched almost 200 different 24-second films with our client. It was hard picking the first dozen or so that we launched the campaign with. It's an ongoing process; we're in the midst of another solicitation right now. It's been getting great response. We're getting three or four a day now, it seems."