Brand remix: Clarks given a hip-hop spin

UK – American rapper MF DOOM and British footwear brand Clarks Originals celebrate the launch of the Wallabee DOOM with a hip-hop inspired promotional film that appeals to consumers in The Convergence Economy.

Produced by film-makers Charlie & Joe, the film is more reminiscent of a music video than an advert. The film shows the mysterious rapper, known for wearing a metal mask, as he travels to the Somerset village of Street, where the first Clarks shoes were made. The film is shot largely in black and white, and features cartoon illustrations that are animated to mimic the rhythm of the hip-hop track.

The boundaries between fashion and music are increasingly blurred. To understand more about how brands, products and services can take advantage of emerging correlations, read The Convergence Economy macrotrend.