This project was created in celebration of Vans' 60th anniversary campaign Worn Loud, highlighting self-expression, individuality, and the communities that shape the brand's identity. Inspired by Vans' roots in community and innovation, I expanded on the campaign by developing Grassroot Cultures, a concept that explores how shared values and creative expression pull people together through everyday culture.

This project focuses on the Vans Authentic collection, a silhouette that embodies community culture through its timeless and functional design, created for everyday movements.

As this was an individual project, compared to previous projects, which were group-based, it created the opportunity for me to take full ownership of the creative process, from developing ideas to executing visual direction and styling. Through research of my proposed target audience, I translated these ideas into visuals that reflect authenticity and connection, while making sure that the project remains aligned with the Worn Loud campaign and Vans' identity.

The highlight of my project was the friendships I've made with people from my course during the process. Although we were working on individual projects, we supported one another by giving feedback and helping during shoots, creating an unexpected community.

One struggle I had was finding personalities that aligned with Vans' target market and the concept of Grassroot Cultures, as I wanted the individuals to be more distinctive than the usual crowd audiences associate with Vans. Through this process, I learnt how to balance my own creative ideas with clients' expectations, while incorporating my personal perspective and creative flair into this project.