Converse has teamed up with global pop icon Charli XCX to launch a bold holiday campaign, "Night B4 xcxmas."
Developed by the creative agency MOX and directed by Sharna Osborne, the campaign's 15-second spot and striking stills challenge holiday norms.
Set against a vintage Christmas backdrop, Charli embodies the spirit of the "Brat" holiday season — rejecting traditions and embracing unapologetic individuality.
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Vilde Tobiassen, senior art director at MOX, explained the approach behind the spot:
“The brief from Converse was essentially ‘F**k the Season.' We thought: how could we make a Christmas campaign that is out of the ordinary, not following the traditional scripts?
We approached this with a mischievous point of view, moving away from the preconceived expectations. We landed on an overarching idea — ‘night b4 xcxmas.'”
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Osborne’s gritty, VHS-inspired aesthetic aligns seamlessly with the campaign’s mischievous tone, bring a unique vision to life and blending Converse’s casual authenticity with Charli’s unmistakable charisma.
Converse’s campaigns consistently reflect the brand’s rebellious spirit and dedication to individuality, reinforcing its identity as a champion of self-expression.
The campaign also highlights how working with a professional creative agency like MOX allows brands to uniquely showcase their identities, spreading awareness and building recognition.
T’was the Night Before xcxmas
The video is brief yet powerful, relying on visuals and music to send the brand's message of individuality across.
The spot opens with Charli quietly sitting in a cozy living room, with her hit single "Von Dutch" playing loudly.
As the camera zooms out, we see her holding Christmas cards, which she then proceeds to shred — all while rocking a pair of black Chucks.
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The ad closes with Charli’s signature appearing onscreen, sealing the campaign with her unmistakable flair.
Charli's cultural impact resonates far beyond music as brands continue to tap her for collaborations and endorsements.
Almost simultaneously with Converse's campaign, Hellmann's hopped on her Brat-inspired trend by giving away “Club Classic” sandwiches to fans outside Birmingham Arena waiting to enter Charli's concert.
