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Converse “History Made in the Making” 2012

Converse “History Made in the Making” (2012) is a Converse commercial directed by Brian Beletic for Anomaly, produced by Smuggler. It won one award: Clio 2012 Gold — Film / Cinematography.

This ad celebrates the rebellious spirit of youth culture, showcasing diverse individuals making their own history through sports, music, and art, all while wearing Converse sneakers.

Video: Converse CONS on YouTube

Shot by shot

  1. A low angle shot of basketball players' legs as they run and dribble on a court during a game, with spectators visible in the background.© Converse0:05
  2. A male skateboarder in a yellow shirt and colorful pants performs a trick in a sun-drenched skate park with palm trees in the background.© Converse0:11
  3. A group of people are silhouetted against a bright, overexposed light source, creating a dramatic and mysterious scene in a dark interior.© Converse0:14
  4. A young man in a black and white shirt watches a basketball game through a chain-link fence on an outdoor court during the day.© Converse0:17
  5. Two young men in athletic wear play basketball on an outdoor court, while other players watch in the background on a sunny day.© Converse0:21
  6. A small, cylindrical object with a colorful label sits on the ground amidst grass and dirt, emitting a plume of smoke into the night air.© Converse0:27
  7. A person in brown pants and a white shirt is seen from a low angle, lying on green grass at night, with a bright light in the background.© Converse0:37
  8. A blonde woman in sunglasses and a polka dot shirt sings into a red phone receiver while playing drums in a cluttered room.© Converse0:41
  9. A shirtless man crowd-surfs at a concert, held up by many hands, under a dark ceiling with bright stage lights.© Converse0:44
  10. A male singer in a white t-shirt and dark pants performs energetically on stage, falling backward into the crowd, illuminated by bright green stage lights.© Converse0:48
  11. A person in jeans and white sneakers kicks the starter of a vintage motorcycle on a dark street at night.© Converse0:50
  12. A diverse group of young people in casual attire and Converse sneakers dance energetically on a colorful outdoor pavement during the day.© Converse0:53

Stills © Converse. Made by Anomaly, Smuggler and Brian Beletic.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Showcasing youth creating their own history through various subcultures, united by Converse.

Tagline: “HISTORY MADE IN THE MAKING”

archival footagemontage of activitiesyouth rebellionenergetic musicdiverse castproduct integration

The cut

Length
60 s
Shots
42
Average shot
1.4 s
Format
mixed

What creatives use Converse “History Made in the Making” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Converse “History Made in the Making”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A low angle shot of basketball players' legs as they run and dribble on a court during a game, with spectators visible in the background.© ConverseA male skateboarder in a yellow shirt and colorful pants performs a trick in a sun-drenched skate park with palm trees in the background.© ConverseA group of people are silhouetted against a bright, overexposed light source, creating a dramatic and mysterious scene in a dark interior.© ConverseA young man in a black and white shirt watches a basketball game through a chain-link fence on an outdoor court during the day.© Converse
    Frames from Converse “History Made in the Making”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Converse “History Made in the Making” in order, with its length, framing and what happens in it.

    A low angle shot of basketball players' legs as they run and dribble on a court during a game, with spectators visible in the background.© ConverseA male skateboarder in a yellow shirt and colorful pants performs a trick in a sun-drenched skate park with palm trees in the background.© ConverseA group of people are silhouetted against a bright, overexposed light source, creating a dramatic and mysterious scene in a dark interior.© ConverseA young man in a black and white shirt watches a basketball game through a chain-link fence on an outdoor court during the day.© ConverseTwo young men in athletic wear play basketball on an outdoor court, while other players watch in the background on a sunny day.© ConverseA small, cylindrical object with a colorful label sits on the ground amidst grass and dirt, emitting a plume of smoke into the night air.© Converse
    Length: 60 s · Shots: 42 · Average shot: 1.4 s · Format: mixed

  3. 03Ad ideas: every spot built on a archival footage

    Before you present an idea, you need to know who has done it, and how.

    Converse “History Made in the Making” is built on a archival footage. Search the library by idea to see every spot that uses it.

    Kombi Volkswagen “Los últimos deseos de la kombi”© Kombi VolkswagenSuperga S.PA “The Challenge”© Superga S.PAMcKenzie River Corporation “Black Star Beer: Popularity / Stock Car / Characters”© McKenzie River CorporationNike “Greatness”© Nike
    Kombi Volkswagen · Superga S.PA · McKenzie River Corporation · Nike

More commercials by Brian Beletic

  • Jordan "The Winning Moment" (2016) commercial still© JordanJordan “The Winning Moment” 2016Dir. Brian Beletic · Wieden+KennedyAICP Awards Winner 2016
  • Mini "Mini Countryman Flow" (2011) commercial still© MiniMini “Mini Countryman Flow” 2011Dir. Brian Beletic · BSUR, AmsterdamNew York Festivals Gold 2011
  • Nike "Human Chain" (2009) commercial still© NikeNike “Human Chain” 2009Dir. Brian Beletic · Wieden+KennedyClio Awards Gold 2010
  • adidas "Unstoppable" (2005) commercial still© adidasadidas “Unstoppable” 2005Dir. Brian Beletic · TBWA\Chiat\DayThe One Show Gold 2005
  • Beats by Dre "Got No Strings" (2017) commercial still© Beats by DreBeats by Dre “Got No Strings” 2017Dir. Brian Beletic · AnomalyClio Awards Silver 2017
  • AT&T "Business Guarantee" (2026) commercial still© AT&TAT&T “Business Guarantee” 2026Dir. Brian Beletic · BBDO

More from Anomaly

  • DICK'S Sporting Goods "DICK'S Sporting Goods: The Table" (2019) commercial still© DICK'S Sporting GoodsDICK'S Sporting Goods “DICK'S Sporting Goods: The Table” 2019AnomalyClio Awards Grand Prix 2019
  • Grubhub "The Feest" (2026) commercial still© GrubhubGrubhub “The Feest” 2026Dir. Yorgos Lanthimos · Anomalyshots Awards Gold 2026
  • Hoka "Murmuration" (2023) commercial still© HokaHoka “Murmuration” 2023Dir. Leigh Powis · AnomalyClio Awards Gold 2023
  • Diet Coke "Drink What Your Mama Gave Ya" (2021) commercial still© Diet CokeDiet Coke “Drink What Your Mama Gave Ya” 2021Dir. Los Perez · Anomalyshots Awards Gold 2021
  • Crown Royal Apple Whiskey "Crown Royal Apple" (2020) commercial still© Crown Royal Apple WhiskeyCrown Royal Apple Whiskey “Crown Royal Apple” 2020Dir. Golden Wolf · AnomalyAICP Awards Winner 2020
  • Rimowa "Adwoa" (2019) commercial still© RimowaRimowa “Adwoa” 2019Dir. Jonas Lindstroem · AnomalyBritish Arrows Gold 2019

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Kenzo "Kenzo World" (2016) commercial still© KenzoKenzo “Kenzo World” 2016Dir. Spike JonzeEpica Grand Prix 2016
  • River Island "Lou Dalton" (2016) commercial still© River IslandRiver Island “Lou Dalton” 2016Dir. Fred RowsonCiclope Grand Prix 2016
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013

Questions

Who directed the Converse “History Made in the Making” commercial?

Brian Beletic directed it, produced by Smuggler, for the agency Anomaly.

Which agency made Converse “History Made in the Making”?

Anomaly created it for Converse (2012).

What awards did Converse “History Made in the Making” win?

1 awards, including Clio 2012 Gold — Film / Cinematography.

What is the tagline of Converse “History Made in the Making”?

“HISTORY MADE IN THE MAKING”

Sources for the credits and awards

clios.com