CLARKS CHANGEMAKERS
For the AW23 season, Clarks expanded its Changemakers Program, a storytelling initiative designed to highlight emerging creatives who are shaping culture through their work, passions, and communities. The campaign showcased how Clarks footwear supports movement, comfort, and individuality while celebrating the diverse perspectives of five selected Changemakers. Each creator produced imagery and video content that paired personal narrative with product focused moments, introducing new seasonal styles in a way that felt warm, expressive, and rooted in real life. The collective output formed a cohesive portrait of creativity, purpose, and modern craftsmanship.
MY ROLE
I managed creator sourcing, briefing, communication, and content oversight across all five Changemakers. I guided each creator through the full creative process, ensuring they understood the product storytelling and broader mission of the program. I provided direction on messaging, styling, and content approach, and ensured all imagery and video assets aligned with Clarks guidelines. Throughout the timeline, I coordinated deliverables, approvals, and posting requirements while maintaining consistency and quality across multiple creators and styles. My role ensured the campaign remained unified, expressive, and true to the vision of the Changemakers initiative.
DELIVERABLES
I oversaw the production and delivery of a multi creator content package that included individual thirty second videos, Instagram Story sequences, and Instagram carousels for each creator. In addition to their social posts, each creator delivered three to four still images and one video for Clarks owned use across digital and social platforms. I managed the timeline from product delivery through shooting, edits, approvals, and analytics reporting, ensuring all five creators met their requirements on schedule. The result was a robust library of assets that highlighted both personal storytelling and clear product visibility.
CREATIVE APPROACH
The creative direction centered on capturing each Changemaker in their natural environment while highlighting their craft, passions, and impact. Content was designed to feel personal, expressive, and grounded in real moments that reflected who they are and what they care about. Each creator showcased their assigned footwear styles through relaxed full body shots, intentional close ups, and video formats such as day in the life, styling, or creative process driven storytelling. The overall tone emphasized authenticity, movement, and individuality while ensuring the shoes remained the clear visual focus across all assets.
TALENT
The Changemakers cohort featured five creators whose work spans art, culture, food, wellness, and community building. Each talent was chosen for their ability to tell meaningful stories and inspire others through their creativity. Their content brought a diverse range of perspectives to the campaign while maintaining a shared sense of warmth, purpose, and personal style. By showcasing the footwear in their own environments and routines, the creators helped connect the AW23 styles to real people living real lives, reinforcing Clarks commitment to supporting individuals who are making a positive impact in the world.
Tara Thomas
Tony Tran
Abraham Corella
Daniel Dooreck
Audree Kate López