Vans
FA25 United Through Skateboarding
Vans asked us to create a toolkit to guide product launches for United Through Skateboarding, which features Atiba Jefferson, as well as an activation programme.
In the early stages, we explored a range of ideas from a loop ramp display that mirrored the continuous roll of film to immersive photographic props that placed consumers inside Atiba’s process. These sketches and trials helped us test how to merge skateboarding and photography in a way that felt true to both cultures.
Our designs aimed to deliver flexible tiers of execution while celebrating skateboarding as a culture that unites communities worldwide. Vans empowered Atiba to shape the campaign, curating the cast, locations, and concept bringing complete authenticity to the project.
Our core idea was the “Selfie Globe” which is a three-dimensional expression of the campaign that reflects Atiba’s behind-the-scenes practice, whilst simultaneously creating a retail space rooted in skateboarding’s community and creativity.
We structured the toolkit in three tiers to ensure scalability across markets, from full lightbox windows with layered transparencies to more accessible podiums and graphic treatments.
Lightboxes, pedestals and tables echo Atiba’s behind-the-scenes process, grounding the retail space in his visual language with photography props and personal details scattered throughout.
Activations completed the experience: Through the Lens photography workshops, led or curated by Atiba, and skateboard customisation sessions using his imagery. These turned audiences into collaborators, blending skate, art and community.