Separate work streams as one bigger story.
Vans Surf Category had siloed channel tactics with different objectives, timelines and KPIs.
One needed to drive sell-through of Vans team rider Mikey February’s elevated product collection. Another needed to tell a deeper story around his travels and world view. We saw an opportunity to make both stronger by bringing them together.
ROLE
VP, Global Creative
SCOPE
Campaign Architecture / Product Marketing / Long-Form Content / Integrated Campaign
The Idea: Sonic Souvenirs +
The Mikey February Collection
Mikey February is a walking curation of the places, people, music and experiences he's collected along the way.
Working closely with Mikey and filmmakers, we turned that perspective into an episodic platform exploring surf destinations and the local music that surrounds them.
Each destination became a new track. Each journey, a new album.
Built to do more.
The product campaign needed to reach new heights of exposure and commercial impact. The branded content needed a stronger connection to the broader brand ecosystem.
Rather than solve them independently, we built one GTM plan to do both.
Not just matching luggage.
The episodic films and product campaign were developed in parallel, sharing the same world, attitude and creative DNA.
Together, they created the depth and asset ecosystem to move from long-form storytelling to full-funnel marketing to real-world activation. It all became one connected brand experience.
BRANDED CONTENT → PRODUCT CAMPAIGN → FULL-FUNNEL ECOSYSTEM → CULTURAL + COMMERCIAL IMPACT
1.1M
Combined Views
50M
Sales
$4M+
Impressions
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