Project: Songkran Dunk, Ox Street LABS
Roles: Head of Creative Content,
Campaign Copywriting, Sneaker design
Category: KOL Influencer Branded Content Collab
Brand: Ox Street (Acquired by Carousell Group in 2021)
Production Credits: Sole.Machina (Final shoe production), Shooting Gallery Asia (sneaker photoshoot)
At Ox Street, we created some experimental content where we worked to advance sneaker culture and creativity in Asia via concept projects and collaborations with KOLS in the SEA region. We decided to create a custom concept sneaker to celebrate the iconic Songkran water festival which happens once a year in Thailand. We collaborated with sneaker influencer Ker Wu from Thailand, who drove a record number of sign-ups for the Ox Street platform, so much so that a rival e-commerce company bought his future schedule out, which resulted in our original video collab with him getting delisted on youtube (due to his new buy-out contract). Thankfully I still have some screenshots of the video he did below. The bright colors used across this design is reminiscent of the water guns used by locals and tourists alike during this epic Songkran festival which traditionally overtakes the whole of Thailand. The flower motifs on the shoe are symbolic of the loud and vibrant flower-patterned shirts favored by participants during every Songkran water festival.
