Challenge
With the holiday season being the most competitive window of the year, Vans needed a campaign that positioned us as the ultimate one-stop shop for every creator on the list. The goal was to simplify the gifting experience by housing everything—from iconic classics to seasonal accessories—in one cohesive digital destination, making it effortless for consumers to get all their shopping done in one place.

Approach
As the Lead Digital Designer, I spearheaded the art direction and execution of our holiday digital assets. To capture the energy of the season, I leaned into a bold, tactile collage-style aesthetic, blending product photography with lo-fi textures and layered graphic elements. This approach allowed us to showcase the breadth of the collection while maintaining the "Off The Wall" DIY spirit. I led the design of high-impact digital touchpoints, including immersive e-commerce layouts, social storytelling, and curated email gift guides, ensuring a frictionless path from discovery to checkout.

Outcome
The campaign was an incredible success, establishing a high-conversion shopping environment that resonated deeply with our audience. The "one-stop shop" messaging, paired with the fresh visual direction, drove massive traffic that resulted in key product lines selling out rapidly across the site. By merging strategic utility with a distinct creative voice, we exceeded engagement benchmarks and delivered one of the most successful holiday digital activations to date.

Role // Lead Digital Designer & Associate Art Director
ACD // Christine Weber