Legendary avenue tradition model Vans enlisted visionary artistic manufacturing firm Final Frontier to assist activate the most recent addition to their Knu Skool silhouette: The Knu Stack.
The Knu Stack provides a contemporary twist to their enduring ‘90s skate footwear, and Vans got down to create an impactful second within the coronary heart of New York City to convey the brand new look to life.
Consumers are prepared and wanting us to point out up in a recent but genuine approach. This marketing campaign is a daring swing at stopping folks of their tracks, forcing reconsideration, and injecting a renewed vitality for our model. An vital piece of that was our method to OOH, which led to one in every of our most interactive activations: a 3D billboard in New York City. This yr’s marketing campaign connects the dots between what our model values, and the enduring merchandise we make which have represented that ethos for many years. It’s one thing bigger and extra holistic than we’ve performed as a model prior to now.”
Rob Teague – Vice President of Global Creative, Vans
Final Frontier had been looking for a larger-than-life alternative to announce their enlargement into the US, and there was no higher approach to kick issues off than working with a cultural icon in NYC.
Partnering with famend design and animation studio, Woodwork, the artistic staff had been hell-bent on standing out amongst the busy New York skyline. The Naked Eye 3D billboard gave them the chance to fairly actually assume outdoors the field, as the enormous 3D model of Little Simz is seen kicking by the basic VANS chequered branding and dangling the Knu Stack tantalisingly over the heads of passersby.
Woodwork Art Director Roberto Andreu mirrored, “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.”
Although Little Simz’s anatomical proportions had been exaggerated to raised match the scene, the rapper herself was not wanted to mannequin for any portion of the work.
Andreu added, “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.”
The artistic staff then meticulously rigged and animated the sequences so as to add motion and life to the character. They additionally lit the whole scene to copy pure lighting and improve the 3D impact, making it actually eye-catching.
Final Frontier Executive Creative Director Claus Cibils stated, “I think we’re in tune with Vans. Their way of being. It’s about the culture. Going beyond. After working together, I’ve realised that they’re what our ideal client should be. They’re so free, which is rare for a major brand.”
Final Frontier are not any strangers to seeing their work on the worldwide stage, however witnessing VANS towering over the streets of New York City on the entrance to Pennsylvania Station was one thing to behold, even for probably the most seasoned creatives.
“It’s amazing,” says Cibils. “I’m used to seeing things in 19:9 or 9:16. Incredible.”
The 8-second animation is anticipated to be seen dwell by an estimated 4.5 million folks. You can catch it till the top of August on the nook of seventh and third.
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 movement designers: Lennard Goede, Pascal Amestegui Fuentes
2D movement designer: Hidde Maas
Producer: Sabine van Wechem
Producer: Nina Fabel
Producer: Gayle van Bochove
