Converse Europe: Behind the Scenes

The world built for the campaign felt raw, explosive and cinematic — balancing grit with stylisation in a way that has become synonymous with Kristin-Lee Moolman’s image-making. Locations felt slightly offbeat and unpredictable, creating an atmosphere where fashion and environment became inseparable.

Credits// Photographer: Kristin Lee Moolman with Lampost, Executive Producer: Jodie Ennik with Lampost, Producer: Anika Reinecke with Lampost, Production Assistant: Emma Coppola with Lampost, Digital Assistant: Lerato Ntiso with Lampost, Lighting Assistant: Zwele Buthelezi, BTS Videographer: Olivia Mortimer with Lampost, Wardrobe and Art Department: Thomas van Dyk with Lampost, Wardrobe Assistant: Jana-Marie De Jager, Hair Stylist: Brandon Swanepoel Makeup Artist: Annice Gerber with Lampost, Model: Ponahalo Mojapelo.

For makeup artist Annice Gerber, the beauty direction grew directly from the styling and overall mood of the story. Wanting to echo the star motifs woven throughout the wardrobe while introducing something sharper and more rebellious, she developed a punk-inflected beauty look centred around dramatic eyes and a lacquered lip. The makeup became another layer of narrative within the imagery.

That sense of experimentation extended across the entire set. Thom van Dyk describes Kristin’s productions as environments that constantly push people outside of their comfort zones, where unpredictability becomes part of the creative process itself. What began as styling quickly evolved into a more immersive experience, complete with smoke grenades, fire and rapidly shifting set dynamics that kept the entire crew moving instinctively alongside one another.

For videographer Olivia Mortimer, one of the most memorable aspects of the shoot was Kristin’s approach to location scouting. The spaces chosen were unexpected and deeply atmospheric, transforming overlooked environments into something cinematic and emotionally charged. What emerges behind the scenes is not only the making of a campaign, but the portrait of a creative ecosystem in motion.