Crocs "Day Job" Spec Campaign

We're so excited to launch the official 30-second spot from the Crocs, Inc. spec “Day Job” campaign.?

Please click below!

See the official spot and BTS HERE!

“Day Job” is a spec commercial advertising campaign for Crocs, embodying their slogan “Come As You Are”.?

This 30-second spot and still photography campaign was created to share the belief that we are all creative, no matter where we find ourselves, or what someone’s impression may be of us.

So, why Crocs?

Good question. Crocs have an incredibly dynamic digital footprint and media strategy. They encourage their consumers to embrace their individuality and creativity through beautiful stills and motion campaigns.

What inspired this idea was that so often when I talk about my career in film and photography people say "Oh, I could never do that. I'm just not a creative person."

This claim has always bothered me because I feel like we are conditioned to put ourselves into boxes. Sometimes it's productive and beneficial, but other times it's destructive. The way we dress, cook, talk, and laugh are all creative.

The scope of creativity isn't limited to just being a traditional "artist", and just because we may find ourselves in traditionally "non-creative" jobs or careers doesn't mean we don't have creative abilities. In fact, I think these experiences actually create a more relatable and wiser artist.

The other side of this is the realm of first impressions and perceptions. We are so quick to judge, especially on a first impression. No matter how we meet someone for the first time and the circumstances, we never know what their true talents could be under the surface.

"So before you decide to become an artist, I want you to go out into the world and learn about it." - Hiroshi Sugimoto

Writing this concept over the course of a few months gave me the space to really dive into what atmosphere and world I wanted to create in an extremely short amount of time. With advertising, the consumer's attention span is getting shorter and shorter. At the same time, the consumer's demand for social relevance is increasing, which is fantastic. I wanted to see how I could incorporate a simple message into something fun and on-brand for Crocs, while creating something original.

Coming from a primarily documentary background, I've never directed a period piece. This was something I was really excited to execute, and the Bel Aire diner in Queens, New York, was absolutely perfect.

Being in New York City, I'm constantly inspired and stimulated by my surroundings. I think it's important as creatives that we pursue our ideas and expand on them. The Creative Act by Rick Rubin really inspired me during the process of writing this passion project.

"Ideas are always coming through. And an artist is free to release them with the faith that more will arrive. If we live in a mindset of scarcity, we hoard great ideas. The magic is not in the analyzing or the understanding." - Rick Rubin, The Creative Act

Production Company: Essence Picture Company

Director/Writer/DP: Cullen Blanchfield

Producer/Stylist: Bella Poscente

Producer/Gaffer/Cam Op: Théo Michel

Editor: Sandro Brasini

Graphic Designer: Jessie Budd

Starring: Alice Piccirilli

Choreographer: Joshua McCooey

Hair and Makeup: Yevgeniya Kozlova

Camera Assistant: Henry Vogt

Colorist/Finishing: Essence Picture Company

Location: Bel Aire Diner, Queens

Shot on: Sony FX6 and FX3

Please share and repost this to inspire someone else to pursue their creativity, you never know where it could lead them.