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Together As Ourselves

Overview
For the 2022 Vans Pride campaign, we created a digital experience that celebrated and amplified the LGBTQ+ community through a distinctly Vans lens, blending cultural storytelling with commerce.

Opportunity
Previous Pride experiences leaned more heavily on product and lacked a cohesive narrative that connected the brand’s point of view with the community it was supporting. There was an opportunity to create a more expressive, story-driven experience that reflected the diversity and individuality of the LGBTQ+ community while strengthening the connection between storytelling and product.

My Role
I led the creative and experience direction for the campaign, partnering closely with cross-functional teams to shape the narrative, visual system, and overall digital execution. This included defining how storytelling and product would come together on the page, ensuring the experience felt cohesive, expressive, and aligned with the Vans brand.

Impact
The campaign delivered a culturally resonant experience that connected storytelling with commerce, resulting in the highest conversion rate of any Vans Pride collection to date.