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VANS: MEET THE KNU SKOOL
ROLE:
CREATIVE DIRECTION
AGENCY:
HIGHSNOBIETY
SUMMARY:
INTRODUCING THE VANS KNU SKOOL CLASS OF 2024. TO STRENGTHEN ITS CONNECTION WITH GEN Z, VANS COLLABORATED WITH HIGHSNOBIETY ON A SERIES OF EDITORIAL CAMPAIGNS AIMED AT PROFILING MEMBERS OF THIS AUDIENCE IN A FAMILIAR FORMAT.
THE CAMPAIGNS FEATURED INFLUENTIAL MEMBERS OF THE GEN Z COMMUNITY. EACH MEMBER WAS ASSIGNED AN ARCHETYPAL CHARACTER, A NOD TO THE NOSTALGIC 90S — AN ODE TO VANS' INCEPTION. DIFFERENT VANS SILHOUETTES WERE ASSIGNED TO EACH MEMBER AS WE BUILT A WORLD AROUND THEM AND INTERVIEWED THEM FOR A PEEK INTO THEIR LIVES AND INSPIRATIONS.
ADDITIONAL LINKS:
CAMPAIGN STILL CAPTURED BY JESPER LUND AND DESIGNED BY HONEY FORESTIER
SHORT VIGNETTE VIDEOS CAPTURED BY BASIL FAUCHIER, BRINGING THE CAMPAIGN TO LIFE FURTHER.
STILL LIFE FOR EACH CAMPAIGN ARCHETYPE WAS ADDITIONALLY CAPTURED.
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