Artists are the focus of Vans’ new campaign “These projects are an invitation to creativity”. In honor of those who make art happen, through drawings, sculptures, video clips, customized shoes, digital animations, the North American brand decided to celebrate creativity and honor the talents behind each work.
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Be it the colorful paintings by Rewina Beshue, from San Francisco, exploring themes of time, space and reality, the vibrantly colored pillows by Annabell Lee that show off her bold personality, the process of Los Angeles photographer Anthony Acosta to build her darkroom or the creative and symmetric joinery of the Start From Zero collective in Hong Kong. The campaign’s resources were directed to artists to bring their ideas to life in the various forms that art can take.
Throughout the year, 60 artists will participate in the campaign, which will be divided into four phases. In the first part, which opens today (7), 15 artists will be presented. Brazil will also be represented in the next releases, still undated.
“Drawings, paintings, music, sculptures, video editions, skateboard obstacles, animations, strange surfboards and things we didn’t expect. Instead of traditional ads, we want, as a brand, to get out of the way and support a diverse group of people and their different creative productions ”, comments Rob Teague, Vans global executive creative director.
The brand’s campaigns, which usually highlight creative expression through their products, and encourage ‘do it yourself’, took on a new guise this time. “Instead of creating an ad that talks about creativity, we wanted to use this campaign as a vehicle to show creative self expression in a pure, true way and in all its forms. So, we simply allow our family of artists around the world to create things, ”says Teague.
To learn more about the projects, they will be available all year round on the Vans website. In addition to the digital deployment, the brand foresees a physical exposure of the campaign at the Vans Store Ipanema, in line with the improvement of the pandemic scenario.