Over the years, Converse has been worn by creative people, who have in turn helped to create the brand. Converse is fostering this relationship by allowing Converse fans to create and submit 30-second films about what the brand means to them. The chosen films are screened on MTV. A wider selection is posted on the website: it’s a place where fans can get inspired by films created by others and learn how to submit a film themselves through detailed instructions and downloadable assets.