Vans Classics are a staple to the brand — but weren’t on Gen-Z girlies' wishlists. So, we created a TikTok-forward campaign and worked with influencers from different style realms to speak to a larger audience
The 'Classic Since Forever' campaign centers around the act of 'getting ready' and the community that comes from this shared experience. The campaign captures a series of mood reel-esque moments when femmes get together to dress up, dress down, swap fits, and build each other up.
And thanks to our crazy-cool Aquarian trio and some innovative thinking, we sold more Classics than previous campaigns by millions.
My Role—Sr. AD
Key Accomplishments:
2 Million + Revenue
2 Million + Impressions
Most successful Vans Classic Campaign to Date
As Seen In: HypeBae
Digi Vid Series
In collaboration with @princessgollum, @linabugz, and @charitylikesbeards we shared the ‘Classics Since Forever’ vid series across digital and IRL. We looked for talent that spoke to different fashion niches to spread the word. It all took place in the powder room, inspired by the strangers you meet in an intimate space and the community you build in front of the mirror in a matter of min. Here, femmes find themselves connecting over fits and experiences they may not feel comfortable having any where else.
Paid Influencer Posts
And to share even more magic from our girlies, we created custom creative briefs for each influencer. The briefs were curated to their content and inspired by the campaign.
Client – VANS (in-house)
Creative Director – Bruno Luglio
ACD-Karin Schwarz
CW – Kristin Wellmer
Sr. AD – Holiday Black
Producers – Eddie Granado, Max Rubins
Interactive Designer – Giselle Marquez
Brand Marketing – Marissa Smith, Taylor Olson
Director – Christina Xing
DP – Tamara Santos
Production – Tuff
Photographer – Neil Favila
Stylists – Ann-Marie Hoang, Jordan Funkey
Editor – Max Moore
Color – Derek Hansen