May the 4th is a religious day for devout Star Wars fans. The year 2015 was especially important to the legions of fans as the movie launch date approached, with Disney/Lucas celebrating May the 4th, I'm your Father's Day, Force Friday, and an embargo date when all licensed products were approved to hit the shelves. Consumer fans were inundated with thematic products. For Crocs, 2015 really did awaken the Force with the timed launch of new Star Wars-themed merchandise.

"A mindful approach, to rise above a saturated market it takes."
While the authenticity of this Yoda quote is questionable, I channeled his wisdom to elevate this campaign. We designed a narrative arc to celebrate the launch of a full Star Wars product collection, creating relevant touchpoints online and in social for each Star Wars holiday, building the story and momentum until the embargo date arrived and Crocs launched a very unique collectible: limited edition Chewbacca clogs.

In addition to full campaign creative leadership, I directed a Star Wars product video with the on-screen talent acting more like a super-fan than a co-pilot and wearing a homage to her favorite Wookie with her attire and footwear. Combined with a teaser campaign and full site takeover, the Wookie clogs sold out in less time than it takes to make the Kessel Run (12 parsecs, for those playing at home).

May the 4th be with you.