Crocs Goes Back to Nature in a ‘Crocumentary’ Presented by Highsnobiety
The Los Angeles-based production studio Florence has teamed up with Highsnobiety and the world’s favorite spongy clog purveyor, Crocs, on a new playful three-part campaign, Crocs in the Wild, directed and photographed by Anthony Pham. Self-styled as a 'Crocumentary', the campaign sets out to spoof the nature docuseries while underlining how multifaceted the Crocs-lover can be. Complete with a British David Attenborough-esque narrator, we observe three different ‘species’ of Crocs-wearers in their natural habitats, who each embrace a different style of the now iconic clog.
The Collectus-Originatus is embodied by Jill the Superfan, an ardent collector of Crocs who started wearing the Classic Clog long before the rest of the world caught on. We watch her scrub her Classics with the fervor and ceremony of an archeologist dusting off a dinosaur bone. This species thrives on collecting the OG style in all its colors and arranging them in eye-catching displays. Highlighting the variety of colorways and their collectibility, we see how Crocs are an aesthetic piece unto themselves. Next, we meet Beatrice the Chef, a prime example of Crocodylus-Classicus. Beatrice wears the Specialist II Clog at her demanding job as a maritime chef. Even as the boat rocks and pitches in turbulent waters, her Crocs keep her from slipping when the boat keels starboard, and they protect and support her feet as she cranks out gourmet meals at sea. Finally, we observe Cosmo the Influencer in his home environment. Belonging to the Influencias-Maximus species, Cosmo wears the fashion-forward Mega Crush Crocs as a vehicle for trend-setting, outfitting them with a daily rotation of personalized Jibbitz (Crocs charms) as a way of expressing his identity.
“I loved collaborating with Crocs and high Snobiety on this quirky campaign,” says Pham. “Someone threw out the word “crocumentary” and we thought it would be brilliant to parody a nature documentary while showing how Crocs have permeated our environment, evolving from workwear to highest fashion. Crocs have become so ubiquitous, and the way people wear them is so varied; this campaign celebrates how Crocs have come to play a role in the lives of every kind of Crocs-lover.”
Florence is a culture-driven creative studio in Los Angeles, California. With a focus on representation, they employ a collective of talent with a diversity of experiences and perspectives. Whether it’s an ad agency, artist, brand, or entertainment partner, FLORENCE collaborates with those who share a passion for making a positive impact on culture.
Florence Image is a new division of Florence. Image’s purview encompasses still imagery, photography, events, book publishing, and other artistic endeavors that may not fit into a traditional box. Image builds upon Florence’s founding vision to manifest a progressive culture where creativity thrives and diverse perspectives are valued.
