“OFF THE WALL AND INTO THE WATER”
When you hear the name Vans, you think of skateboarding. Dogtown, Tony Alva, Christian Hosoi, Steve Caballero, Geoff Rowley. Vans is skateboarding. But did you know that skateboarding came from surfing? Or that Vans also has the most insane surf team ever assembled? Most people don’t.
It’s bizarre! But the thing about the surf industry is that every brand looks and talks the same, so Vans wasn’t getting the same kind of cred out in the water as they were in the streets.
So to better stand out in a pretty crowded line up, we started trying some new stuff.
We started making experimental surf products and then had a wear test demo at a wave pool. We also designed a new kind of web experience, and stoked out all the surf rats with a poster sized zine that gave them access to ad free surf cams on Surfline.com.
Progress is never a straight line and there’s still lots of fun to be had in the process, but so far I think we might be onto something. Vans can’t keep the new surf product they’re making in stock and I get some pretty great texts from my in-laws and my boss’s bosses asking me questions like, “Did you do this?!” or “Is this for real?!”
Role: Creative Direction and Art Direction