Today, StockX, a leading global platform for trading and consuming current culture products, launched a new global brand campaign anchored in the idea of owning it.
Owning it is a celebration of self expression and inner confidence. The new platform serves as an ode to the importance of an unwavering sense of self; it aims to serve as a mantra and mindset for those looking to tell the world what they’re all about without ever having to say a word.
Rooted in a hero film, the audience gets short glimpses into the lives of various people in different places, settings, and subcultures. But the thing is, their faces are never shown. Viewers are instead looking into their style, their hobbies, their passions, and their artistic expressions. From Magic the Gathering fanatics, to gamers/streamers, to a parent and child designing LEGO floral arrangements; the viewer can learn everything they need to know about the person through how they express themselves, and the attitude and confidence in which they do it.
Deena Bahri, CMO, StockX: “StockX is so much more than a place to buy and sell sneakers. We’ve fostered a community rooted in access and inclusivity where people can play to their passions and express themselves freely. Own it is the embodiment of that ethos. Whether it be art, collectibles, apparel, or electronics -- StockX empowers everyone to connect to culture through the things that bring them joy and this brand narrative reinforces the point that it is a platform through which you can find confidence, claim your identity, and truly own it, whatever your ‘it’ may be.”
The campaign was created in partnership with creative company Mojo Supermarket.
Jake Herman, Senior Producer, Mojo Supermarket: “Mom always told me ‘wear the clothes, don't let the clothes wear you.’ Our campaign explores the thought that good things empower you, and signal to others who you are, before you even need to tell them. Because there’s a difference between having something and owning it, right? Owning something isn’t just physical. When a person takes something that’s uniquely theirs and really owns it, they ooze confidence. Just by looking at them, you know exactly who they are, what matters to them, and what gets them out of bed in the morning. The items that you find on StockX allow you to unlock that feeling. The limited editions, the hottest commodities, the fringe products that excite even the guiltiest of your pleasures. But we were very cognizant that this should not be a fashion or product-driven film. It's a character study. The faceless people featured are owning it in every facet of their being. So we’re not just dressing our talent to look cool. We’re giving them backstories. The way they dress, the way they act, and the objects they choose all reflect who they are. That's what owning it means.”
As StockX continues to invest heavily in global expansion, the spot is set to run across the US, UK, Canada, France, and Germany markets. In addition to both 30 and 60-second spots, the platform will extend the reach of the own it brand narrative through a series of IRL extensions including an activation at TwitchCon Amsterdam and a first-of-its-kind physical-digital Discord experience in its global Drop-Off ‘retail’ locations. StockX will also amplify the message through forthcoming partnerships with Marvel, Snap, and VOGUE.
The film was directed by Elliott Power of Love Song in his first solo-directed commercial to air in the U.S. With Elliott’s extensive background in music, film, and fashion, he brought a unique style and artistic expression to best visualize what own it truly means.