Mannequins Turn Human in Life-Affirming Crocs Film from Adam Berg

Crocs has unveiled ‘Wonderfully Unordinary’, a new global brand platform that marks a defining new chapter for the footwear brand. Created by Flower Shop, it represents Crocs’ first new global brand narrative in almost 10 years.

The work is rooted in authenticity, creativity and self-expression. It is designed to speak to a younger generation that recognises the world looks different to everyone, and that each person has the ability to shape their own story and how they experience it.

The creative thinking behind the platform was inspired directly by Crocs’ wearers themselves, according to Al Merry, co-founder and chief creative officer at Flower Shop. “My Dad used to love telling me that you could tell a lot about a person by the shoes they wear, and I think it’s true in the case of a Crocs wearer,” says Al. “They’re not trying to look like anyone else; they’re leaning into themselves, putting their humanity on display - wearing love hearts and rainbows on their feet. You’ve got to be a bit inspired by people like that.”

‘Wonderfully Unordinary’ is Crocs’ first global omnichannel brand campaign since the launch of ‘Come As You Are’. which debuted in 2017 as an open invite to consumers from all over the world to be their most authentic selves. It launches with a 90-second hero film directed by SMUGGLER’s Adam Berg. Shot in São Paulo, it brings the idea to life through striking visual storytelling.


The film features professional dancers cast as mannequins, gradually transforming from rigid resin figures into expressive, fully human forms through movement, emotion and visual effects. The result is a visceral expression of awakening that reinforces Crocs’ belief in real creativity and lived expression.

“I’d love to have some crazy shoot story but the truth is when you work with SMUGGLER and Adam Berg there’s really no surprises,” says Al. “Everything is thought through and planned, so you can just enjoy making the film. It was a delight to watch the actors transform over the course of the spot - from resin casts into humans - and debating the nuances of their movement along the way was a lot of fun. In a nerdy kind of way.”

Casting dancers was a deliberate creative choice, central to capturing the physical and emotional control needed for the film. “Adam wanted to cast dancers because of the control they have over their bodies and their lack of self-consciousness,” adds Al. “In addition to being able to isolate and move every individual bone, Antu and Louis were also just the loveliest people, who radiated the joy of being human. They both hugged and kissed me every day, which, as a cold-hearted Scot was both unusual and delightful.”


Carly Gomez, chief marketing officer at Crocs, said the new platform reflects how the brand connects with consumers today. “Since joining Crocs, I’ve seen firsthand how the brand brings joy to everyday life and invites people to experience the ordinary in wonderfully unordinary ways,” she says. “That same spirit resonates with today’s generation, who are learning to trust their instincts, cut through the noise, and stay true to who they are.”

‘Wonderfully Unordinary’ will continue unfolding throughout 2026 and beyond, extending across product storytelling, digital and social experiences, talent and influencer partnerships, retail activations and out-of-home.

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