BUILT AFTER PROS
DIGITAL & SOCIAL MEDIA CAMPAIGN
Establishing Vans’ line of performance footwear - the Skate Classics - as the go-to for a fast-growing, global community of female skateboarders.
2019
PROBLEM
The exteriors between Vans’ shoe categories - lifestyle and performance (Skate) - are alike, making the defining qualities come down to what’s on the inside.
INSIGHT
The key difference lies in the construction of the performance line products, which have special features to endure regular and serious skateboarding sessions.
With young, female-identifying skateboarders being the fastest growing demographic in the sport, who better to represent this resiliency that is required in both the spirit and shoe of a pro.
SOLUTION
At an all-female-identifying skateboarding event, document the skateboarders’ process and practice that demonstrate the resiliency required to keep up in this sport.
(Below) Stills and videos were photographed at the Skate Loft in Toronto, Canada during a skateboarding event for female-identifying individuals.
PRINT ADS
(Below) Print posters below are created out of stills from the video above. Each poster features a product from the Vans Skate Classics line.
SOCIAL MEDIA ADS
Vertically formatted videos for social media platforms like Instagram, Facebook and TikTok.
Director, Editor & Graphic Designer: Jung EJ Lee
Special Thanks to: Skate Loft (Toronto, ON)
CREDITS