The latest update in the Vans’ ‘Not Just One Thing’ campaign had to work across Europe, not just in the UK, so we needed to bring our creative slightly closer to their global assets to give the brand greater consistency in the market. At the same time, we couldn’t lose the ‘natural feel’ and the core thought of ‘inspiring creative expression’ that was beautifully captured in our previous campaigns.
As an extension of the spring campaign, we shot with Jordan Green again and adopted a similar shoot style. Nothing felt too posed or forced, and once again we casted characterful models that would promote the new seasonally product assortment in a way that would appeal to the Vans core market and a JD Sports audience. The shots were also captured in a way that enabled them to sit and work alongside global assets in the final creative executions.