Vans asked us to create an asset pack to launch their new Old Skool Lites in Foot Locker across Europe and online. The new lighter version of the timeless Vans skate shoe uses innovative construction methods to improve comfort, increase flexibility and reduce the overall weight – we needed to demonstrate all of this through our imagery.
Because the campaign was running for a long period of time, we needed to ensure there was a lot of variation in the response. That’s why rather than coming back with one art direction, we thought of as many lo-fi ways as possible to demonstrate lightness, from levitating shoes to zero-gravity magic tricks.
Not only was this an incredibly enjoyable shoot, we managed to deliver a wide-range of assets across every shoe colour that felt authentic to Vans rich skate heritage.