Vans MTE™

Objective
Position the MTE franchise as the go-to for elevated utility and everyday versatility during the fall season. The creative spotlighted all-weather functionality, modern styling, and seasonal wearability through authentic, lifestyle-driven storytelling. Designed to live across social, influencer, and retail channels, the campaign aimed to drive demand and reinforce MTE’s position as a functional, fashion-forward essential for fall.

Creative Approach
We trekked up to Portland, Oregon to test the gear in real conditions — from rain-soaked city streets to a snowy day at Mt. Hood. The story follows a crew exploring Portland’s nightlife before heading into the mountains, capturing the shift from urban energy to rugged adventure. Visually, the campaign moved away from traditional outdoor imagery, embracing a raw, skate-adjacent aesthetic with cold, grainy, filmic tones and hard flash to create an unpolished, high-energy feel. A grid-based digital layout brought the story to life online, blending macro and wide shots to highlight personal style and function.