Streetwear brand Vans has partnered with production company Final Frontier to launch their latest addition, the Knu Stack silhouette. Adding a contemporary twist to their enduring ’90s skate shoes, Vans aimed to make a splash in the heart of New York City with an impactful campaign to bring the fresh look to life.
The Naked Eye 3D billboard, an outsized creation, proved the ideal canvas to announce Vans’ expansion into the US market. The billboard, an immense 3D rendition of Little Simz, showcases the rapper energetically kicking through the classic Vans checkered branding while playfully dangling the Knu Stack above passersby, creating a captivating spectacle.
Teaming up with the renowned design and animation studio Woodwork, Vans and Final Frontier set their sights on setting their campaign apart in the bustling New York skyline.
Roberto Andreu, Art Director at Woodwork, noted, “Working on a 3D billboard presents challenges, as the effect can only be fully appreciated from one angle. However, when it all comes together, the audience is in for an incredibly rewarding and immersive experience. The blend of CGI and realistic textures, mixed with the Vans’ signature street chill and grungy vibe, made the whole project unique.”
While Little Simz’s proportions were intentionally exaggerated to suit the scene, the rapper herself was not required to model for any part of the project. “For the character, we used photogrammetry of Little Simz to texture-map them onto her body parts and outfit, aligning with the campaign style. Given the unconventional proportions, we extended and reimagined the photography, adapting it to the new anatomy,” Andreu explained. Watch below:
REELated:
The creative team meticulously rigged and animated the sequences, adding movement and life to the character. They also carefully lit the entire scene to replicate natural lighting and enhance the 3D effect, resulting in a truly attention-grabbing display.
The awe-inspiring sight of Vans dominating the streets of New York City at the entrance to Pennsylvania Station was a remarkable achievement for Final Frontier. The partnership with Vans perfectly aligned with their creative philosophy.
Claus Cibils, Executive Creative Director at Final Frontier, commented, “I think we’re in tune with Vans, their way of being. It’s about the culture, going beyond. I’ve realized that they’re what our ideal client should be. They’re so free, which is rare for a major brand.”
Vans’ Vice President of Global Creative, Rob Teague, noted the importance of this campaign in resonating with consumers in a fresh yet authentic way. “An important piece of that was our approach to OOH, which led to one of our most interactive activations: a 3D billboard in New York City. This year’s campaign connects the dots between what our brand values, and the iconic products we make that have represented that ethos for decades. It’s something larger and more holistic than we’ve done as a brand in the past.”
The 8-second animation is expected to be witnessed live by an estimated 4.5 million people. The captivating billboard can be experienced at the corner of 7th and 3rd until the end of August.
CREDITS:
CLIENT: Vans
- Vice President, Creative: Rob Teague
- Creative Director: Bruno Luglio
- ACD/Art Director: David Happekotte
- Director, Production: Nate Rogers
- Senior Producer: Antonietta Croft
- Senior Producer: Max Rubins
- Creative Project Manager: Chase Weikal
- Director of Music, Partnerships, Culture (Global): Steve Balser
- Manager, Brand Management, Life + Style: Marissa Smith
- Director, Digital Media (Global + Americas): Elena Carroll
- Senior Manager, Media & Advertising (Americas): Katrina Hofmann
- Manager, Media & Advertising (Americas): Amanda Randel
- Senior Manager, Corporate Communications: Charlie Cawte
PRODUCTION COMPANY: Final Frontier
- Executive Creative Director: Claus Cibils
- Executive Producer: Julieta Zajaczkowski
- Head of Production: Mary Antonieta Lopez
- Producer: Milagros Vilapreño
DESIGN & ANIMATION STUDIO: Woodwork
- Art director: Roberto Andreu
- Creative director: Marvin Koppejan
- 3D lead: Ernst Noort
- 3D motion designers: Lennard Goede, Pascal Amestegui Fuentes
- 2D motion designer: Hidde Maas Producer: Sabine van Wechem
- Producer: Nina Fabel
- Producer: Gayle van Bochove
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