In 2021, Vans set out to deepen its connection with Gen Z women and establish a more meaningful presence within contemporary conversations around identity, style, and self-expression. Centered around two key women's footwear silhouettes — the Sk8-Hi and Sentry — the campaign explored fashion as a reflection of the many versions of ourselves that emerge across different moments, communities, and experiences.

Rather than relying on traditional fashion imagery, we cast real women from across the country and invited them to share the unique ways they express themselves through personal style. The resulting campaign celebrated the fluidity of identity and challenged the notion that self-expression needs to fit within a single aesthetic, showing how fashion can be both deeply personal and constantly evolving.

The campaign spanned retail, digital, social, e-commerce, and brand marketing channels, creating a cohesive storytelling platform that connected product with culture and community.

As Creative Lead, I developed the original campaign concept and oversaw the project from initial strategy through production and final execution. I led creative development across all campaign touchpoints, directed photo and content production, collaborated closely with cross-functional marketing and brand teams, and helped shape the visual identity of the campaign. I also partnered with artist Jonna Mayer to create a custom typographic system and product wordmarks that became a central element of the campaign's visual language.

ROLE: Creative Lead

RESPONSIBILITIES: Creative Direction, Campaign Development, Creative Strategy, Production Oversight, Art Direction, Casting, Content Creation