Mia Madrid
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Vans 2022 Brand Campaign

Since 1966, Vans has championed creativity, from turning skaters’ Sharpie checkerboard designs into iconic Classics to always supporting artists and making their visions a reality.

For their 2022 campaign, we went beyond traditional ads to showcase creativity in action. Partnering with trailblazing artists and organizations like Princess Nokia, Duckwrth, and SEEN Snowboarding, we brought their passion projects to life—turning these initiatives into ads for creativity that inspire and drive real change.

Featured in The Drum, Shop Eat Surf, and more.

Client: Vans
Film, Social, Digital, Print, In-Store

 

THIS MUSIC VIDEO BRINGS IT BACK HOME

Princess Nokia is a proud Puerto Rican and Afro-Indigenous rapper from NYC. For this project, she created a music video for "No Effort" from her upcoming album, celebrating inner child, heritage, self-defiance, and the joy of effortlessly spending time with friends at the park.

 

THIS TABLE TURNS FASHION INTO FUNCTION

Jared Lee, known as Duckwrth, is a rapper and songwriter from South LA. Raised around music and later studying graphic design in college, he draws on his artistic influences to take an experimental and expressive approach in all his work.

 

THIS VIDEO CHANGES THE NARRATIVE

SEEN Snowboarding is a queer snowboarding club hosting meet-ups and providing a safe space for the community. Led by Tanner Pendleton and friends within the Vans network, this group, though small, is making a significant cultural impact on snowboarding.

 

THIS SONG SHIFTS PERSPECTIVES

Radkey is a groundbreaking American punk rock band from St. Joseph, Missouri, formed by brothers Isaiah, Solomon, and Dee Radke in 2010. For this project, they created a music video for their song P.A.W. where they look to challenge racial and social discrimination, shift perspectives, and spark a conversation.

 

THESE PORTRAITS UPLIFT AND ENLIGHTEn

Hodari Adae Garcia de Melo Menezes is a multi-talented artist from São Paulo, Brazil. His goal is to break statistics with everything he does,
and encourage future generations to be a first in something, challenge the status quo, and make their own history.

 

THESE SKATEBOARDS PUSH THE POTENTIAL

STOKED is a non-profit bridging the education and opportunity gap for underserved youth. Partnering with schools, organizations, and mentors to host after-school activities focused on sports, confidence building, and community bonding.

For this project, they hosted a workshop to paint and assemble skateboards for the local community.

 

THIS INSTALLATION REIMAGINES TRADITION

David Heo, an emerging Chicago-based artist, creates vibrant paintings influenced by daily observations and personal experiences, resembling a visual diary of social life in your 20s. His work, characterized by bright colors and synthetic materials, reflects on fleeting moments, mundane relationships, and the irregular rhythm of pleasure and leisure.

MY ROLE

Senior Copywriter

IN COLLABORATION WITH

Senior Art Directors: Kamal Collins, Trinity Rose
Art Director: Holiday Black
Creative Director: Bruno Luglio
Executive Creative Director: Rob Teague