Converse and John Varvatos have compiled a new series of “Get Chucked” advertising, focusing on the fall 2008 Converse by John Varvatos fashion line-up and the company’s premium men’s and women’s apparel and footwear collections . The campaign takes its cues from the wild side of late night dining and was inspired by and shot at the recently closed Manhattan eatery and nightlife legend, Florent. The multimedia creative features British modeling sensation, Daisy Lowe.
“I feel that we have truly captured the essence of the Converse by John Varvatos girl and guy this season. The campaign is irreverent, fun and a bit rock and roll,” explains John Varvatos.
Acclaimed photographer Ryan McGinley shot the Converse by John Varvatos line for the second consecutive season. McGinley partnered with Yard, the creative agency behind the campaign, as well as Converse and John Varvatos to portray the collection’s carefree and playful sensibility. Captured in the late-night escapades of models Daisy Lowe and Liam Wade (Select Model Management), the creative celebrates the essence of the “Get Chucked” attitude with the comradery and antics that take place in the wee hours of the morning in late night diners across the world. The campaign was shot at Florent in the final weeks before the iconic Manhattan diner closed its doors after 23 years. Florent was one of the first restaurants to move into the then delinquent and desolate meatpacking district of the 80s. As the home base of artists and fashionistas, it was chosen as the ideal venue to host the tongue-and-cheek series depicting anything goes late night dining moments.
The “Get Chucked” attitude evolves in mischievous messages layered throughout the images, with sayings like “Make Love” and “No Mas” scribbled in ketchup on dinner plates. Menu boards also serve up interesting fare such as “Tramp Salad,” “Legs and Eggs” and “Grilled Tease,” to name a few. Flirty messages and lively exchanges throughout the campaign bring the irreverent Converse by John Varvatos brand to life.
This season also marks the introduction of a 60 second short film, shot by McGinley, to amp up the “Get Chucked” brand experience. The provocative film, also shot on location at Florent, showcases playful havoc and barely startled diners in a story revolving around an underwear-clad diner (sporting only a Converse by John Varvatos tie, shirt and the just launched Chuck Taylor® All Star® Bosey Boot), who has late night ideas of his own. Designer Varvatos makes a special cameo appearance in the film. The piece is set to the music of The Virgins.
“The sixty second film isn’t about a hard product sell,” says Stephen Niedzwiecki, founder and creative director of YARD. “The film captures relatable late-night antics. Who hasn’t been out with friends and wanted to jump on the counter for a ‘Flash Dance’ moment? Or eat and run? It’s the ultimate in ‘Getting Chucked’.”