As part of a broader effort to reposition Vans Classics for a new generation, I led creative across brand identity, campaign development, influencer strategy, social content, and in-store creative. From concept through execution, the work centered on the cultural ritual of getting ready, a shared and expressive moment where identity, friendship, and style come together.

We cast a range of talent representing distinct style communities and built a TikTok-first campaign designed to feel authentic and culturally relevant. I oversaw creative direction, casting, production of stills and motion, and rollout across PR, retail, and digital platforms.

The campaign launched in North America and drove record-breaking sales for the category. The hero shoe featured in the campaign trended across TikTok and retail, becoming a Gen Z staple.

Visit Sites: HypeBae

As part of a broader effort to reposition Vans Classics for a new generation, I led creative across brand identity, campaign development, influencer strategy, social content, and in-store creative. From concept through execution, the work centered on the cultural ritual of getting ready, a shared and expressive moment where identity, friendship, and style come together.

We cast a range of talent representing distinct style communities and built a TikTok-first campaign designed to feel authentic and culturally relevant. I oversaw creative direction, casting, production of stills and motion, and rollout across PR, retail, and digital platforms.

The campaign launched in North America and drove record-breaking sales for the category. The hero shoe featured in the campaign trended across TikTok and retail, becoming a Gen Z staple.

Visit Sites: HypeBae

As part of a broader effort to reposition Vans Classics for a new generation, I led creative across brand identity, campaign development, influencer strategy, social content, and in-store creative. From concept through execution, the work centered on the cultural ritual of getting ready, a shared and expressive moment where identity, friendship, and style come together.

We cast a range of talent representing distinct style communities and built a TikTok-first campaign designed to feel authentic and culturally relevant. I oversaw creative direction, casting, production of stills and motion, and rollout across PR, retail, and digital platforms.

The campaign launched in North America and drove record-breaking sales for the category. The hero shoe featured in the campaign trended across TikTok and retail, becoming a Gen Z staple.

Visit Sites: HypeBae

As part of a broader effort to reposition Vans Classics for a new generation, I led creative across brand identity, campaign development, influencer strategy, social content, and in-store creative. From concept through execution, the work centered on the cultural ritual of getting ready, a shared and expressive moment where identity, friendship, and style come together.

We cast a range of talent representing distinct style communities and built a TikTok-first campaign designed to feel authentic and culturally relevant. I oversaw creative direction, casting, production of stills and motion, and rollout across PR, retail, and digital platforms.

The campaign launched in North America and drove record-breaking sales for the category. The hero shoe featured in the campaign trended across TikTok and retail, becoming a Gen Z staple.

Visit Sites: HypeBae

As part of a broader effort to reposition Vans Classics for a new generation, I led creative across brand identity, campaign development, influencer strategy, social content, and in-store creative. From concept through execution, the work centered on the cultural ritual of getting ready, a shared and expressive moment where identity, friendship, and style come together.

We cast a range of talent representing distinct style communities and built a TikTok-first campaign designed to feel authentic and culturally relevant. I oversaw creative direction, casting, production of stills and motion, and rollout across PR, retail, and digital platforms.

The campaign launched in North America and drove record-breaking sales for the category. The hero shoe featured in the campaign trended across TikTok and retail, becoming a Gen Z staple.

Visit Sites: HypeBae

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
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
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
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
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