THE CROCS MAD LAB

Crocs has some of the most creative fans in the world. But there’s never been a brand-ordained space for them to experiment and express their creativity. Enter the Crocs Mad Lab: a first-of-its-kind digital playground where your personality is a catalyst for creation.

We created a proprietary AI tool that blends custom 3D illustrations with users’ personality quiz answers to create a unique, NFT collectible creature called a Bbitz. Mad Lab users can mint and share their Bbitz with the community for a chance to get awarded and rewarded with cool Crocs prizes.

Bbitz been going well. When the Mad Lab launched, users made over 1,000 Bbitz in the first 24 hours and spent an average of 10 minutes on the site (10x the amount of time spent on Crocs.com).

Plus, with new challenge questions dropping every month, your mad scientist moment never ends.

CROCS x FORTNITE

My partner and I worked extensively to concept and develop the design, verbal identity, and in-game dialogue for Switchbbitz —
one of the first-ever third party branded NPC characters to appear in Fortnite UEFN.

DIGITAS TEAM

Creative Direction — Danny Gottleib + Jennifer Awasano + Kiser Barnes + Conor Rechtschaffner

Design / Art Direction — Emily Capling + Josh Miller + Collin Ricksecker

Strategy — Briana Kennedy + Morgan Pomish

Account / Project Management — Christina Cade + John Kwon + Matt McDonald + Mark Settles