Vans Classics shoes are a staple to the brand but were missing from the Gen-Z girlies' wishlists. So, we created a TikTok-forward campaign and worked with influencers from different style realms to lead the creative.
The 'Classic Since Forever' campaign centers around the act and event of 'getting ready.' Capturing 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.
Visit Sites: HypeBae
Girls. Girls. Girls! What brand could stereotypically define Girlhood more than the icon Barbie? In a world full of gender expectations, Barbie showed young women they could be anything and do anything. So, when Vans partnered with Mattel’s Barbie to celebrate the new Greta Gerwig film, we centered the collab campaign around the idea of Girlhood.
We worked with a range of models to represent different styles and identities to showcase that Girlhood wasn’t just pink tutus. Girlhood means exploring your interests, styles that excite you, friendships that support you, and creativity that boosts your shine.
The look and feel took on a surrealistic tone inspired by the film. Photographer Anna Koblish stylized scenes to mirror the “Real World” VS. “Barbie World” undertones at the fashion photographer Jamie Nelson’s house. The look challenges the stereotypes of Girlhood and encourages girls to be whatever the heck they want.
Alongside the launch of the film, the campaign lived across brand collab PR assets, social, influencer stories, in-store experiences, and digital.
Girls. Girls. Girls! What brand could stereotypically define Girlhood more than the icon Barbie? In a world full of gender expectations, Barbie showed young women they could be anything and do anything. So, when Vans partnered with Mattel’s Barbie to celebrate the new Greta Gerwig film, we centered the collab campaign around the idea of Girlhood.
We worked with a range of models to represent different styles and identities to showcase that Girlhood wasn’t just pink tutus. Girlhood means exploring your interests, styles that excite you, friendships that support you, and creativity that boosts your shine.
The look and feel took on a surrealistic tone inspired by the film. Photographer Anna Koblish stylized scenes to mirror the “Real World” VS. “Barbie World” undertones at the fashion photographer Jamie Nelson’s house. The look challenges the stereotypes of Girlhood and encourages girls to be whatever the heck they want.
Alongside the launch of the film, the campaign lived across brand collab PR assets, social, influencer stories, in-store experiences, and digital.
Girls. Girls. Girls! What brand could stereotypically define Girlhood more than the icon Barbie? In a world full of gender expectations, Barbie showed young women they could be anything and do anything. So, when Vans partnered with Mattel’s Barbie to celebrate the new Greta Gerwig film, we centered the collab campaign around the idea of Girlhood.
We worked with a range of models to represent different styles and identities to showcase that Girlhood wasn’t just pink tutus. Girlhood means exploring your interests, styles that excite you, friendships that support you, and creativity that boosts your shine.
The look and feel took on a surrealistic tone inspired by the film. Photographer Anna Koblish stylized scenes to mirror the “Real World” VS. “Barbie World” undertones at the fashion photographer Jamie Nelson’s house. The look challenges the stereotypes of Girlhood and encourages girls to be whatever the heck they want.
Alongside the launch of the film, the campaign lived across brand collab PR assets, social, influencer stories, in-store experiences, and digital.
Girls. Girls. Girls! What brand could stereotypically define Girlhood more than the icon Barbie? In a world full of gender expectations, Barbie showed young women they could be anything and do anything. So, when Vans partnered with Mattel’s Barbie to celebrate the new Greta Gerwig film, we centered the collab campaign around the idea of Girlhood.
We worked with a range of models to represent different styles and identities to showcase that Girlhood wasn’t just pink tutus. Girlhood means exploring your interests, styles that excite you, friendships that support you, and creativity that boosts your shine.
The look and feel took on a surrealistic tone inspired by the film. Photographer Anna Koblish stylized scenes to mirror the “Real World” VS. “Barbie World” undertones at the fashion photographer Jamie Nelson’s house. The look challenges the stereotypes of Girlhood and encourages girls to be whatever the heck they want.
Alongside the launch of the film, the campaign lived across brand collab PR assets, social, influencer stories, in-store experiences, and digital.
Role – ACD
Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
Interactive Designer – Giselle Marquez
Production Partner – Tuff
Photographer – Neil Favila
Director – Christina Xing
Stylists – Ann-Marie Hoang, Jordan Funkey
Editor – Max Moore
Color – Derek Hansen
Role – ACD
Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
PM – Jeffery Cabebe
Interactive Designer – Giselle Marquez
Production Partner – Florence ~ Kristen Beecy,
Nicole Barnette
Photographer – Anna Koblish
Manager – Ben Johnson
Photo Assit – Byron Nickleberry, Andrew Hazeltine, Machael Harrison
Video – Parker Hao, Izzy Camina
Digi – Blake Mohr
Stylists – Savannah Avant, Hannah Stone
Hair – Alyx Liu
Makeup – Alexandra French, Kayli Rachelle
Photo Editor – Anna Koblish, Will Copeland
Role – ACD
Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
PM – Jeffery Cabebe
Interactive Designer – Giselle Marquez
Production Partner – Florence ~ Kristen Beecy, Nicole Barnette
Photographer – Anna Koblish
Manager – Ben Johnson
Photo Assit – Byron Nickleberry, Andrew Hazeltine, Machael Harrison
Video – Parker Hao, Izzy Camina
Digi – Blake Mohr
Stylists – Savannah Avant, Hannah Stone
Hair – Alyx Liu
Makeup – Alexandra French, Kayli Rachelle
Photo Editor – Anna Koblish, Will Copeland
Role – ACD
Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
PM – Jeffery Cabebe
Interactive Designer – Giselle Marquez
Production Partner – Florence ~ Kristen Beecy, Nicole Barnette
Photographer – Anna Koblish
Manager – Ben Johnson
Photo Assit – Byron Nickleberry, Andrew Hazeltine, Machael Harrison
Video – Parker Hao, Izzy Camina
Digi – Blake Mohr
Stylists – Savannah Avant, Hannah Stone
Hair – Alyx Liu
Makeup – Alexandra French, Kayli Rachelle
Photo Editor – Anna Koblish, Will Copeland
Role – ACD
Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
PM – Jeffery Cabebe
Interactive Designer – Giselle Marquez
Production Partner – Florence ~ Kristen Beecy, Nicole Barnette
Photographer – Anna Koblish
Manager – Ben Johnson
Photo Assit – Byron Nickleberry, Andrew Hazeltine, Machael Harrison
Video – Parker Hao, Izzy Camina
Digi – Blake Mohr
Stylists – Savannah Avant, Hannah Stone
Hair – Alyx Liu
Makeup – Alexandra French, Kayli Rachelle
Photo Editor – Anna Koblish, Will Copeland
In collaboration with @princessgollum, @linabugz, and @charitylikesbeards we shared the ‘Classics Since Forever’ vid series across digital and IRL. 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.
In collaboration with @princessgollum, @linabugz, and @charitylikesbeards we shared the ‘Classics Since Forever’ vid series across digital and IRL. 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.
In collaboration with @princessgollum, @linabugz, and @charitylikesbeards we shared the ‘Classics Since Forever’ vid series across digital and IRL. 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.
I directed the photo series alongside our photographer, Neil Favila to capture assets that would be launched across .com, national storefronts, social, and email communications. We captured six of silhouettes from the Classics family.
I directed the photo series alongside our photographer, Neil Favila to capture assets that would be launched across .com, national storefronts, social, and email communications. We captured six of silhouettes from the Classics family.
I directed the photo series alongside our photographer, Neil Favila to capture assets that would be launched across .com, national storefronts, social, and email communications. We captured six of silhouettes from the Classics family.
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.
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.
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.
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.
