Crocs 2024 “Dark Romance” Collection Launch

For the launch of Crocs’ bold “Dark Romance” footwear collection, the aim was to create a campaign that was both surprising and socially engaging, designed to captivate and delight our fans in an unexpected way. Chris and his team, working closely with the internal social media team, shattered global campaign expectations by partnering with celebrity streamer and YouTube sensation Valkyrae to produce a mock movie trailer for a fictional film titled “Crocs Actually.”

The trailer, never intended to evolve into a full-length feature, cleverly played on pop culture trends, drawing inspiration from the #BookTok community, the ‘Twilight’ movie franchise, and the fervent world of K-Dramas. This tongue-in-cheek approach struck a chord with Crocs’ audience, sparking excitement and driving the brand to new social media milestones.

Filmed over two days in Portland, Oregon, the trailer’s witty narrative and stylish execution sent Crocs fans into a frenzy, setting social records and cementing the “Dark Romance” collection as a standout campaign in the brand’s history.

Executive Produced & Creative Direction by Chris Skiles
Directed by Manny Bernardez & Travis Harger
Script Written by Travis Harger & Sara Whittle
Production by Vehicle Works
Video Editing by Travis Harger
Photography by Cooper Pattison
Poster Design by Chris Skiles