This is Love

Today, StockX, a leading global platform for trading and consuming current culture products, launched a new global brand campaign anchored by/rooted in a love for current culture.

A love letter at its core, This is Love highlights StockX’s mission of empowering everyone to trade what they love. Told through vignettes that speak to the deep dedication, passion, and obsession of creators, products, and brands with cultural relevance, This is Love is a celebration and reflection of the community behind it all.

“We’re always working to level up how customers can interact and engage with the StockX brand – whether that be through social content, activations at cultural events, or improvements to the customer experience,” said StockX’s creative director, Jamie Delaney. “This campaign serves as an extension of our brand narrative, a narrative that is rooted in trust and celebrates the love and passion of the community.”

Created in collaboration with agency partners Lafayette American, production company m ss ng p eces, and director Thuan Tran, the campaign will roll out across broadcast, connected TV platforms, digital media, social, and StockX’s Drop-Off ‘retail’ storefronts in the months to follow.

Lafayette American was tasked with crafting a story that communicates StockX’s passion and commitment to providing access to coveted products through a high-quality customer experience. For his part, Tran — whose work focuses on elevating and showcasing unseen talent in hard-to-reach, marginalized communities — centered the spots around the joy in real-life moments and the importance of trust, authenticity, and expression.

“Trust can be a tricky thing,” said Sarah Bills, Creative Director at Lafayette American. “It’s not something you can force. Our approach was; ‘Don’t tell them how to feel, make them feel it’ via visuals that evoke a story, have a strong personal feeling that underscores authenticity in a gut-level way.”