Cannes Lions

The Story of Vans

PET GORILLA, Los Angeles / VANS / 2017

Film
Demo Film

Overview

Entries

Credits

Overview

Description

Always original, Vans introduces a campaign that is innately imaginative and one-of-a-kind in honor of its 50th anniversary. The Story of Vans blends diverse animation methods to create one distinctive visual treatment in a groundbreaking campaign that illustrates the brand’s origins in action sports, art, music and fashion. It tells the journey of the Vans brand and defines the mantra of living “Off The Wall.”

Execution

The never-before-seen techniques in The Story of Vans created an original piece of film. The film uses forced perspective drawings, traditional cell animation, paper cut outs and timeless Vans footwear. The film as created all in-camera with stop motion animation in an intricately choreographed celebration of the brand. The Story of Vans was brought to life through whimsical black and white character designs. A rigorous R&D process had to take place before execution. Each frame was hand drawn directly on a stage, The stop motion animators would trace the animation, take a photo, erase it, then repeat. There was a combination of stop motion with props, cutout characters, and hand drawn animations. Using all of these different techniques and having them interact with each other created a unique finished product that has never been done before.

Outcome

The never-before-seen techniques in The Story of Vans created an original piece of film. The film uses forced perspective drawings, traditional cell animation, paper cut outs and timeless Vans footwear. The film as created all in-camera with stop motion animation in an intricately choreographed celebration of the brand. The Story of Vans was brought to life through whimsical black and white character designs. The campaign was made up of a series of five short stories, one which tells the journey of the Vans brand, and four additional spots that emphasize Vans’ core forms of creative expression. Additionally, multiple print and in store display ads were produced as well. The production of the 5 spots spanned 12 weeks, with the print ad's spanning a month.

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