Caleb Leung


 

Converse—Soundskates

Integrated / Art Direction / Design

Youth Group

Design / Branding Concept / Art Direction

Lost + Found

Editorial / Art Direction / Design

Biglake

Design / Branding

NFL—Football Fantasy

Design / Experiential

The Art of Audi

Integrated / Art Direction / Experiential

Apple Health Summit

Design / Data Visualization

Converse—HO22

Integrated / Art Direction / Experiential






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©2023 Caleb Leung

Composition & creativity collide to inspire skate through sound

To reconnect with Toronto’s skate community, Converse envisioned a music-driven campaign that brought movement, rhythm and exploration together.

Soundskates built intrigue with skateable OOH murals and culminated in an indoor skate experience, turning ramps into synths and allowing skaters to make music. Featuring a custom distorted soundwave visual emanating from the Converse chevron, the design language extended across digital and physical mediums.
Overarching Visual Language
Visual System, Grid, Type Hierarchy, and Moodboard — visuals inspired from the Converse chevron and inspired by local and past Cons skate aesthetic
Wild Postings
Skateable OOH featuring ledge and soundwave artwork, integrated into Converse’s global Create Next messaging
Editorial Shoot

Captured in the raw, imperfect style of authentic skate imagery, renowned photographers and videographers within the community were tapped to shoot the campaign. Photography: Johan Kim, Norma Ibarra / Videography:  Blue Tile Lounge, Daniel Policelli
Skatepark Design Elements: Entrance Wall, Tote Bag, Live Griptape Art

Role:
Concept, Design Treatment, Skatepark Space Design, 
Art Direction for campaign photography/videography

Executive Creative Director: Debbie Chan
Associate Creative Director: Kath Flores Wong
Copywriter: Talal Itani