Vans Enlists Nine Photographers Turning Global Campaign for All Weather MTE Into an Art Project Shot Exclusively on iPhone
STUNNING CAMPAIGN SHOT ON IPHONE 6S PLUS TO FEATURE IN ADVERTISING, RETAIL MARKETING, E-COMMERCE, SOCIAL MEDIA, AND MORE
Cypress, CALIF. (September 14, 2016) – Vans®, the original action sports footwear and apparel brand has partnered with nine influential lifestyle and action sports photographers to develop a comprehensive global marketing campaign shot exclusively on iPhone 6s Plus which will come to life worldwide in stores and online, on social media and in advertising. Vans enlisted the help of influential lifestyle and action sports photographers and friends of the brand from Asia, Europe and North America to put the All Weather MTE line to the test and create a truly global, artist led campaign. Photographers Chad Chomlack, Chad Huff, Charles Lanceplaine, James North, Jay Meador, Jeff Han, Matt Georges, Nolan Hall and Pete Williams were handed the footwear and apparel from Vans’ All Weather MTE collection, a simple creative brief and iPhone 6s Plus prior to developing the campaign. iPhone 6s Plus was loaded with three apps including VSCO, Snapseed and Filmic Pro.
The campaign served as a solution to an intricate business challenge; documenting the Vans All Weather MTE collection in a wide variety of harsh climates that would resonate with Vans’ global consumers. Vans is celebrating 50 years as an iconic youth culture brand that has always stood for enabling creativity, whether in action sports, music, art, or street culture. Vice President of Global Creative Jamie Reilly highlights “Vans is a brand that celebrates and enables creative expression. With this campaign, we handed the creative microphone to a group of artists from around the globe and asked them to help us tell our story. It was exciting to remain true to our purpose as a brand and empower artists to do what they love while telling one of our stories.”
The final result is an impressive 10,000 images and videos now pictured in the marketing campaign which takes the nine influential photographers across the globe from the hectic streets of Seoul, Korea to the peaceful forests of Alaska and up the highest mountain peaks of Italy.
“This represented a unique process for us as marketers. We turned a creative brief into an art project and had no idea what the outcome might be,” said Reilly. It was nerve wracking, waiting for the photos to come in, but ultimately it was an exercise in our faith in creative people, art and consumer technology.”
The fall ’16 Vans All Weather MTE collection offers an upgraded series of classic Vans footwear and apparel silhouettes that feature weatherized technology and construction while staying true to Vans’ timeless cool and classic aesthetic now also fit for the harsh seasons.
The global Vans All Weather MTE marketing campaign launches globally on September 21. To learn more about the Vans All Weather MTE collection, visit Vans.com.
About the Photographers
A 25 plus year snowboarding veteran, Chad is a personable, relatable and down-to-earth guy. These characteristics flow into his work effortlessly and honestly. The images Chad likes to shoot are often stark and emotional: simple elements held in perfect balance. Chad lives for discovering other cultures and documenting the stories of strangers that soon become friends. He is at peace in the mountains and hopes to share the joy he finds in the backcountry with those around him. Never posed, always poised, Chad Chomlack quietly captures the images that might otherwise go unnoticed.
Chad Huff is a filmmaker/photographer living in the Los Angeles area. Growing up in Southern California Vans was a natural fit for his first internship in the video department. Over the next few years he would document his passion for action sports and travel the globe. Always on the hunt for his next adventure he continues to stick to his roots as well as push himself in different mediums of film making. “I just want to create visually stimulating imagery that people will hopefully remember.”
For the last half decade, Charles Lanceplaine has been one of China’s most sought after young directors. In 2010, Charles Lanceplaine dropped the globally recognized documentary “Shanghai Five” exposing China’s underground skate scene. Since then, he has been non-stop, traveling the world directing commercials, skate films and documentary projects for clients like Vans, The North Face, Beats by Dre and Vice.
James North is a portrait, lifestyle & action photographer based in London, UK. He developed his love for photography from an early age while studying the subject, shooting only with film and spending hours printing in the darkroom. James now spends his time traveling shooting campaigns for brands and agencies. James is staff photographer at The Reason Snowboard Magazine and during the winter you will find him in the mountains or in the cold streets of Scandinavia.
Originally from Spring Arbor, Michigan in the United States, Jay Meador has been hunting skate spots in Shanghai since 2007, and has been a part of the Vans China skate team since its inception. He works as an independent cameraman and often collaborates with Push Media to document happenings in and around the world.
Jeff Han is a local Shanghainese freelance photographer and videographer. He has been filming and shooting photos for over 16 years, initially starting off by creating his own media agency FLY. Over the course of these 16 years, he has worked on independent and commercial projects that feature an array of different styles and approaches. He worked on a number of projects with clients such as Vans and The North Face.
Matt’s obsession with photography stems from childhood. A snowboarder and skateboarder since the age of 12, the three pastimes naturally collided, however it was not his initial plan. After studying graphic design and typography he got the job of Art Director at Freestyler skateboarding Magazine in France, before moving on to Photo Editor position at Method, pan-european snowboard magazine. Too much time in the office however made him realize he needed to get lost in the wild and create photography of his own. Snowboarding and Skateboarding was the best excuse he could find to hit the road and travel the world. Over the past 10 years he’s shot as a Senior Photographer for major magazines and worked on numerous ad campaigns for various clients.
Nolan Hall’s documentary photos of professional surfers are distinguished in part for their decided disinterest in the action unfolding in the ocean. Rather than train his camera on the riders on waves, Nolan’s focus is on the antic and anarchic life of the traveling professional – on land, plane, train and every of means of conveyance. Life on tour, with the music turned high. Nolan’s work has appeared in The Surfer’s Journal, Monster Children, Juxtapoz, Surfer Magazine, Foam, Blue, Nalu, and Rolling Stone; commercial clients include RVCA, Raen, Vans, Captain Fin & Gato Heroi.
Born in Toronto, Pete moved to Canada’s capital city of Ottawa in the mid-90s where he discovered skateboarding and a passion for DIY culture, from music to photography and everything in-between. Drawing on his experiences, in 2005 he began writing for various street culture magazines, and in 2008 co-founded clothing label Raised by Wolves, now headquartered Montreal. In addition to RBW, Pete currently works as an Editor at lifestyle publication Highsnobiety alongside shooting photos on his many travels around the globe. He has exhibited his work at gallery shows in LA, NY, Chicago and Detroit, and has worked on photo projects with the likes of Vans, Google, Jameson, Street Dreams and Travel Canada.
Vans®, a VF Corporation (NYSE: VFC) brand, is the original action sports footwear, apparel and accessories brand. Vans authentic collections are sold globally in more than 75 countries through a network of subsidiaries, distributors and international offices. Vans also owns and operates nearly 600 retail locations around the world. The Vans brand promotes the action sports lifestyle, youth culture and creative self-expression through the support of athletes, musicians and artists and through progressive events and platforms such as the Vans Triple Crown of Surfing®, the Vans U.S. Open of Surfing, Vans Pool Party, Vans Custom Culture, Vans Warped Tour®, and Vans’ cultural hub and international music venue, the House of Vans.