The footwear category is no stranger to hype drops—but unlike most brands, Crocs doesn’t have to manufacture a fanbase. It already has one. Each October, Crocs celebrates that cult following with Croctober, a once-a-year product stunt sourced from the comment section. Past years have delivered everything from cowboy clogs to gothic platforms. But until now, there hadn’t been a core idea tying the chaos together.

Enter the Fan Lab.

I developed the Fan Lab as a conceptual wrapper for Croctober—an experimental R&D facility where Crocs engineers its most unhinged fan requests. The 2025 campaign centered on the release of the Unfurgettable Boot: a thigh-high, leopard-print platform born from a real comment asking for “boots with the fur, but, like… Crocs.”

The challenge wasn’t just how to launch the boot. It was how to visualize the process—to dramatize the transformation of comment into product, internet into object. From casting T‑Pain as head scientist to building a custom set and supervising motion design, my role touched every part of the campaign. I led art direction across the hero video, print system, design language, and post-production animation—helping the brand turn fan fiction into footwear.