To launch Vans' collaboration with SE Bikes, we developed a campaign that celebrated the culture, freedom, and community found beyond the walls of home. At a time when indoor cycling and virtual fitness experiences were becoming increasingly popular, the campaign challenged audiences to reconnect with the streets, their neighborhoods, and the communities around them — a perspective deeply rooted in Vans' longstanding Off The Wall ethos.

Rather than casting professional talent, we partnered with real riders from New York City's bike community, documenting the people, places, and relationships that make street riding a cultural experience as much as a sport. Shot across the city, the campaign highlighted the energy and authenticity of the scene while positioning the collaboration as an invitation to get outside and engage with the world around you.

As Creative Lead, I oversaw the project from initial concept development through production and final execution. I led creative development across the campaign, film production, and social content while working closely with riders, production partners, and brand stakeholders throughout the process. From shooting on the streets of New York through post-production and launch, I helped shape a campaign that connected product, community, and culture through a distinctly Vans point of view.

ROLE: Creative Lead

RESPONSIBILITIES: Creative Direction, Campaign Development, Film Production, Cultural Marketing, Content Strategy, Art Direction, Production Oversight, Community Engagement