Upland & Knu Skool

Objective
Build excitement around Vans Upland and Vans Knu Skool for both new and returning consumers. Focused on driving awareness and engagement, the content showcased key product features and styling versatility. Creative assets were activated across dot com, email, and social channels to deliver a cohesive brand experience and maximize reach.

Creative Approach
The creative approach centered on documenting local LA band, Juggler, as they prepared for a live performance. The story began in their practice space, highlighting Vans Upland, and culminated on stage with Vans Knu Skool. To stay authentic to the band’s aesthetic, a tailored design system was developed to align with their unique look and feel, creating a cohesive visual narrative across campaign assets.