VANS GLOBAL
CUSTOM CULTURE
An interactive shoe customization contest designed to inspire artists around the world by providing the means for creative self-expression using a paper shoe template to 3D rendering technology created uniquely for this contest. This inaugural competition provided an accessible creative platform that invited global artists to transform iconic Vans shoes into personal art pieces with three winners from North America, Asia Pacific, and Europe receiving a $25,000 grand prize, their shoes produced and sold by Vans and the opportunity to partner with Vans to donate $100,000 to a charity.
THE IDEA
YOUR ART.
OUR CANVAS.
For a campaign centered on creative self-expression, we knew the visuals had to be bold, dynamic, and artistically inspiring. To bring this vision to life, we collaborated with the renowned creative minds at Morning Breath Inc. and Andy Baker Studio to craft something truly unforgettable.
Enter our animated mascot—a skateboarding marker on a journey through the city. Along the way, he stumbles upon a poster for the Vans Global Custom Culture contest. The sight of a blank shoe canvas ignites his imagination, launching us into a vivid, immersive world where his creativity takes form, ultimately revealing a striking final design.
VIDEO
LOGO DESIGN
We worked with the amazing artists at Morning Breath to design the custom illustrated letters to build the static and animated versions for use in the Custom Culture lockup I created for the campaign in various applications. We wanted to create something unique that was not only creative, but also tied into the idea of customization and Vans visual DNA.
Shoe Template: How To Video
Shoe Template: Timelapse Design Video
Website
The website design for this creative contest had to be informative and inspirational. We successfully created a space where consumers could check out designs by other artists to get inspired, vote on their favorite designs and also learn how they too could take a simple paper template, draw on it and within minutes, create a 3D rendering of their design to submit.
Within Vans retail stores, we created a space where customers would be invited to grab a paper shoe template and create their own shoe design to express their own creativity. With visually enticing graphics and messaging, they could learn about the contest and how to turn their 2D creations into amazing 3D shoe renderings for the hopes of winning the ultimate grand prize.
RETAIL
Collaborators: Morning Breath, Andy Baker Studio, George Hatton, Kyle Kelly.