A Graphic concept campaign for Vans, Built around one of the brands most recognisable features, The waffle (sole).

When this project started I was a young BMX rider, Wearing Vans and Nike’s as my main choice of footwear, But Nike had the game in an uphold, focusing a part of there brand solely on actions sports, specifically BMX. Vans, focused on Skateboarding, But the promo never felt strong and there almost felt a little un-love from Vans, So this project was made to bring them in par with Nike.

Pushing Vans into BMX became a challenge, they already had the product, But recalling any other advertising was difficult, So I started taking photos of BMX riders wearing Vans or using shots that could be manipulated to that, Until this one shot changed the way I was going to approach the project. A close-up, In-Action shot enough to make you feel part of the action of the main feature, in use, The shoes waffle pattern.

All of this needed to be complete, without using the Vans logo and showing a single full shot view of a shoe, to focus on the waffles immense grip.

The industry needed a raw, rebellious feel, So hand-made print options are a must. After few ideas later and Lino cut was becoming promising, So I blew up that photo (twice) creating a more close up and a wider shot of the print in A2, all hand made, This was then drafted into mockups for shoe boxes, posters, clothing and marketing.

The message plays on the grip of Vans on BMX pedals, Because grip this good, You’ll probably slip off before the shoes do.