Converse was on the brink of introducing a platform shoe line, the “Elevation Family,”marking the brand’s most significant product launch since the iconic Chuck Taylor and Jack Purcell. In China, height often symbolizes confidence and stature. We found that the allure of gaining an extra 5-9cm was a major draw for consumers. With this insight, our aim was to spotlight and dramatize this unique feature in an audacious and forward-looking manner.