No brand embodies Southern California subculture better than Vans. They consistently produce products and content that is wildly successful in retail settings and cultural circles alike. Due to this rampant success, it’s difficult to imagine a corner of subculture that Vans hasn’t conquered, they rule street & skate culture — which inspired the “Commit” campaign. Rather than compete for attention within the established wheelhouse of underground culture, this campaign pivots the brand into a new space by specifically targets the loftiest of formal events, matrimony, while staying true to the skater roots and demographic of the Vans core audience.

In skateboarding culture “to commit” means to enter a space mentally and physically where the rider decides see a trick all the way to landing. In a sport that involves flying off of home-made ramps, hurtling over obstacles like staircases, and flying via some fancy footwork on a piece of board, to commit is both an act of skill & bravery. The campaign uses this word to communicate to skaters, while simultaneously offering lay people a message that they also understand — that, like someone about to enter a marriage, they should take the leap and commit to Vans. Plus, wedding attire footwear never looked so good.

Subjects are shown individually in wedding attire, not coupled or at an alter, so interpretation remains with the viewer.

To compliment the print and digital campaign, a “Skate Thru Wedding Chapel” brand activation event would be held at the Drive-Thru “Little White Chapel Tunnel of Love” Wedding Chapel in Las Vegas, which would be filmed and used to generate additional content & to propel audience engagement (literally & figuratively) with the campaign.

// Fall 2022 // Term 01