Vans Custom Culture

Los Angeles

Bringing new awareness to arts education. 

Oversaw copy development, strategy and implementation of Vans’ Annual “Custom Culture” campaign for promoting arts education in schools. Enlisted participation of celebrity and existing Vans ambassadors to appeal to a variety of key media verticals in action sports, lifestyle, music, street culture and the arts. The campaign generated a record-breaking involvement by more than 3,000 schools.