Mia Madrid
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Vans: Portraits of Her

Every year, Vans partners with Record Store Day to honor, celebrate and give back to women in the music industry.

For their 2021 campaign, we created a three-part video series that highlighted women’s experiences working in the music industry, along with a collaborative vinyl record made by women for women. Proceeds from the record sales were donated to We Are Moving The Needle, a nonprofit empowering women in the recording industry with education, equipment, and mentorship.

Client: Vans
Film, Social, Product Activation, Brand Event

 
 
 

THE VIDEO SERIES

We brought together two women from vastly different corners of the music world to meet for the first time and share their stories— where they opened up about their inspirations, challenges, achievements, and hopes for the future of music. Each held their own camera to capture these intimate, one-on-one conversations that we wove into a series of films.

 

Ep. 01 — LEYLA MEETS ERICKA

 

EP. 02 — ALICE MEETS ALEXIS

 

EP. 03 — MELISSA MEETS LOTTIE

 

PORTRAITS OF HER — VINYL RECORD + ZINE

We released a custom print zine designed by Jordi Ng, and a vinyl record made by women for women.
All sales made were donated to We Are Moving The Needle.

 

record store day @ house of vans chicago

We also hosted a Record Fair at House of Vans Chicago, with performances of K. Flay and Boyish + a DJ Set with Laura Jane Grace.

This was made possible by the following women: Abby Rubin, Alexandra Baker, Allison Banna, Alexis Rommel, Alysse Gafkjen, Anastasia Antonova, Anna Palma, Ashley Osborn, Beka Tischker, Bobbi Rich, Brianna Ceaser, Brianne Ross, Brigid Dixon, Brooke Burt, Carrie Colliton, Chantal Emagen, Christina Xing, Deborah Morrison, Emma Barda, Emily Hicks, Emily Lazar, Emily McBride, Ericka J. Coulter, Fawn Goodman, Felicity Heath, Gina Abatangelo, Grace Jones, Holiday Black, Jaime Gopez, Jamie Sward, Jasmine Ortega, Jenna Akemi Kon, Jennifer Hoerl, Jennifer Horton, Jill Armitage, Jocelyn Romo, Jo'ie D. Taylor, Jordi Ng, Joslyn Jacoby, Kara Lane, Katie Nelson, Kayla James, Kei Henderson, Kimmy McAtee-Bell, Larissa Miranda, Laura Nicolo, Leigh Millhauser, Linda Perry, Lisa Tessandori, Lizzie Hardy, Lottie Moore, Marissa Smith, Melissa Logan, Mia Madrid, Meghan Helsel, Molly Kreppel, Monique Maion, Natalle Jastrow, Natasha Azava, Nicole Teckchandani, Odette Moradians, Poppy Georgina, Rachel Leathers, Sarah Goodman, Sarah Scheideman, Sofia Enriquez, Sunny Sanghera, Tammy Santos, Taylor Dwyer, Tierney Stout, Trinity Rose, Valerie Pascoe … and a special thank you to all of the artists that contributed tracks. We dedicate this album and labor of love to all of the women in the music industry. We see you, we honor you, and we thank you.

 

my role

Senior Copywriter

IN COLLABORATION WITH

Senior Art Directors: Rachel Leathers, Trinity Rose
Art Director: Holiday Black
Creative Director: Bruno Luglio
Brand Manager: Marissa Smith
Producers: Allison Banna, Eddie Granado
Director: Christina Xing