A COLAB THAT DROVE NARRATIVE FROM THE SCREEN, TO THE SCROLL AND TO THE SHELVES.
THE CHALLENGE /
Vans sought to expand its appeal beyond core skate culture. Simultaneously, Netflix was approaching the launch of Stranger Things, and needed to stoke anticipation with fans while maintaining its 1980s-rooted nostalgia appeal in fresh, unexpected ways.
THE STRATEGY /
How do you build an integrated campaign, execute across every channel, and honor both brands' IP? Keep it strange and keep it authentic. We merged iconic show IYKYK moments with classic Vans brand DNA, working as a trusted partner seamlessly integrated with both marketing and creative teams.
THE BIG IDEA /
Off The Wall And Into The Upside Down This concept imagined Hawkins Indiana as an '80s skate hub with a parallel subculture. The campaign was framed as a covert narrative leak from Stranger Things, inviting audiences to interpret and inhabit that world across platforms rather than respond to an ad. We leaned into the 80s aesthetic, running content through retro cathode-ray tube TVs to create authentic throwback visuals complete with static and vintage sound.
CAMPAIGN ECOSYSTEM /
The work came to life through a full-funnel approach that wove marketing into storytelling. Rather than simply advertising products, we built an integrated world around both brands, inviting fans to inhabit Hawkins through story and style. The campaign drove both brand consideration and cultural conversation.
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