Campaign Name:
Off The Wall, On The Glow
Objective:
Reinforce Vans’ connection to skate culture while modernizing the brand’s visual identity for Gen Z through immersive, digital-first storytelling.
Hero Creative:
The images showcase classic checkerboard Vans sneakers and bags set against a skatepark backdrop. The items are outlined with a neon glow and subtle digital particle effects, blending authentic skate culture with futuristic digital aesthetics.
SOCIAL MEDIA CAMPAIGN
CASE STUDY
Cultural Insight
Skate culture is rooted in authenticity, rebellion, and creativity. Gen Z, however, consumes culture digitally — through AR filters, gaming environments, short-form video, and stylized visual effects.
Opportunity:
Merge Vans’ analog heritage (concrete skateparks, scuffed pavement, real texture) with digital-native visual language (neon glow, augmented effects, motion graphics).
Campaign Goals & KPIs
Goal:
Increase Gen Z engagement
Boost online sales
Grow digital brand presence
Strengthen cultural relevance
KPI:
Social engagement rate
E-commerce conversion
AR filter uses
UGC submissions
Target:
+25%
+15%
1M+
50K+
Visual Theme
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Real-world skatepark setting (authenticity)
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Classic Vans silhouettes (brand equity)
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Neon glow outline (digital energy)
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Particle effects + motion trails (movement, progression)
Message
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Cultural relevance
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Youth creativity
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Energy and movement
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Transition from physical streets to digital spaces
Target Audience
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Gen Z (16–24)
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Skate enthusiasts
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Streetwear culture consumers
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Sneaker collectors
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Millennial nostalgic buyers
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Digital creators