CAMPAIGN / ART DIRECTION / WEB DESIGN

ADS FOR CREATIVITY

(Project)

Introducing "Ads for Creativity" by Vans – a revolutionary 360 global campaign that flips the script on conventional advertising. Instead of pouring millions into traditional ads, Vans saw an opportunity for change and channeled its resources towards empowering artists worldwide to manifest their visions. With a bold departure from the norm, this campaign has redirected its advertising budget towards supporting over 120 innovative projects across the globe. These aren't just ads; they're expressions of creativity, collaboration, and community.

From street art to avant-garde installations, "Ads for Creativity" isn't just about selling shoes – it's about championing the creators who shape culture. From the streets of Tokyo to the alleys of New York City, Vans is fueling the forefront of creativity and ensuring that authenticity remains at the heart of its brand ethos. We’re redefining advertising, one creative project at a time.

(Role)

In my role as lead interaction and product designer, I spearheaded the design of both web and mobile interfaces for the global campaign. I took pride in amplifying the campaign's artistic vision through immersive digital experiences. Through design and strategic vision, my goal was to amplify the campaign's impact, fostering deeper connections between Vans and its audience.

(Areas of Focus)

Art Direction
UI & UX Design
Interaction Design

(Credits)

Jaime Reilly, VP Global Creative
Rob Teague, ECD
David Happekotte, ACD
Nick Marx, Art Director
Kyle Kelly, UX Manager
J Melilli, Interaction & UI Design
Ina Kanaoki, Environmental Design
George Hatton, Sr Project Manager
Cor Cormier, Project Manager
Antonietta Croft, Global Sr Producer

(Year)

2021-2023

(Update)

After the inaugural year, we set out to revamp the digital journey of our campaign. My aim was to craft a sleeker, more immersive experience that centered on the artists themselves, prioritizing a "video-first" approach to better showcase their projects. Delightfully, this redesign resulted in a notable 35% uptick in user engagement across the site, elevating average site visit durations from a mere 2 minutes to an impressive 5 minutes and 25 seconds underscoring the success of our efforts to evolve the interaction and UI design from the campaign's launch.

(Metrics)

35% increase in user engagement.

Average time on site increased from 2 mins to 5 mins and 45 seconds.