Vans Rowan

Challenge
Rowan Zorilla’s newest signature shoe required a launch campaign that highlighted its technical innovation while remaining authentic to the core skateboarding audience. Vans needed to spark curiosity and connect personally with skaters.

Approach
I led the creative direction and design of digital assets built around a simple but powerful question: “What kind of skater are you — Cup or Vulc?” This interactive campaign encouraged skaters to identify with their personal style while showcasing the product’s versatility.
The visual system was designed for use across Vans’ digital ecosystem, from social media to e-commerce, ensuring consistency and high engagement.

Outcome
The campaign drove awareness and demand for Rowan’s latest signature shoe, resonating with both core skaters and casual consumers by connecting product innovation to personal identity.

Role: Lead Designer & Art Director
ACD: Sammy Spiteri