IS THAT THE FRONT?
Boardshorts are uncomfortable to surf in. And crotch rash, wax build up and bunching aren’t even the worst of it.
Every time you lay down on your board to paddle into the next wave your “sensitive parts” are smashed by the layers of velcro, drawstrings and buttons needed to barely keep your shorts on.
By removing the fly from the front and experimenting with a new closure system on the hip of the short called the Vans Trunk Lock, surfers could be more comfortable surfing in boardshorts.
The challenge was that without a fly in the front of the shorts, surfers were a little hesitant and skeptical.
So we leaned into the self conscious machismo barrier to trying something new by owning and drawing attention to the unconventional design with a little humor and then explaining the benefits with some straight talking visual aids and ridiculous surf footage.
And it worked! Vans can’t keep these bad boys in stock.
Role: Creative Direction, Film Direction and Animation with Joel Fox