Vans: Counter The Culture

I collaborated with Johnathon Petersen to develop an ad campaign for Vans titled “Counter The Culture.” The campaign was designed to challenge the stereotypical perceptions of skateboarding and highlight how Vans has influenced and redefined the cultural narrative surrounding the sport. Johnathon and I both lead the creative direction, photography, and visual composition, ensuring that each ad authentically reflected the intersection of community and skate culture. The campaign’s placement strategy spanned rural neighborhoods to vibrant nightlife districts, emphasizing how Vans bridges diverse lifestyles and environments. Each visual captured unique societal viewpoints — from a teacher and police officer. This offers a layered perspective on how skateboarding is perceived across different communities. Johnathon served as the model (the skater) and contributed to photography and photo manipulation, while I oversaw the overall art direction and conceptual execution, shaping the campaign’s visual story and tone.