For the 10th anniversary of Camp Flog Gnaw, Converse tapped into the newest Darryl collection with Tyler, the Creator for inspiration behind its activation. Darryl the dog stood 27 feet tall on the campground with a shoe in its mouth, a star chevron ball by its feet, and anchored by four dog biscuits. Behind the inflatable was the main retail tent, which featured staggered chrome dipped shelves displaying footwear placed on matching custom dog bowls. The service counter and try-on seats also drew their color palette from the footwear. A giant LED screen looped through dynamic content showcasing all the available merchandise. In the other two spaces, these same modules were scaled down and reconfigured. In the seeding tent, designed to be more intimate and conversational, white couches with dog bone pillows surrounded an operable shoe box coffee table. On the outside, the entrance was flanked by two seating clusters for people waiting for their appointments. Finally, at night, Darryl’s eyes shined blue, proudly guarding the entire festival.

Project: Camp Flog Gnaw 2024
Location: Los Angeles
Date: November 2024
Creative Director: Justin Jiang
Production: OBE