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Lizzie Armanto - Something Else Entirely Campaign

Overview
For the launch of Lizzie Armanto’s inaugural signature shoe, a milestone for Vans and for women in skateboarding, we created a campaign landing page that turned a product launch into an immersive story.

Opportunity
A signature launch this significant needed more than a standard product page. Drawing on Lizzie’s love of Wes Anderson’s films, there was an opportunity to build a campaign experience that captured her personality and the cultural weight of the moment, while still driving directly to purchase.

My Role
I led the creative and experience direction, partnering with cross-functional teams to shape the concept, visual system, and digital execution. I defined how the narrative and the shoppable product came together, so the page felt like a journey through Lizzie’s 90s-inspired world rather than a catalog grid of product and lifestyle imagery.

Impact
The experience let users follow the shoe through her imaginary universe and purchase the collection directly from the page, connecting storytelling and commerce in a single moment.

• Average time on page was higher than any previous Skate campaign landing page
• Product sell-through exceeded expectations
• Largest campaign for a female skater of all time