Fat Tire x Vans

2024

Collab Launch

Campaign

Fat Tire wanted to hype up the release of their limited-edition Vans collab cans and packaging with a co-branded campaign. The challenge was to create a marketing toolkit that stayed true to Fat Tire’s core demographic while also resonating with Vans’ more rebellious, lifestyle-driven audience.

We directed studio and lifestyle photoshoots to create the hero elements for our collage design system—tapping into skate culture to tell an authentic story that spoke to audiences of both brands.

Taking cues from existing Fat Tire brand creative, we combined, layered and juxtaposed elements and added a custom type treatment all while bringing the product to the forefront.

Knowing that TikTok viewers are consuming content differently, we set aside our collage direction and tailored our assets using a platform-relevant approach.

As Senior Art Director, I helped shape the creative vision for the Fat Tire x Vans collaboration and directed the development of the collage-based design system that anchored the campaign. I directed lifestyle and studio photography, guided the concept and execution of social and video assets, and extended the visual identity across OOH and TikTok executions. My role ensured every touchpoint authentically blended the DNA of both brands and resonated with our target audience.

Agency: Kamp Grizzly

Senior Art Director: Peter Bowhan

Creative Director: Tom O’Toole
Designers: Reid Stubblefield, Taylor Partee
Director of Photography / Editor: Martin Riegel
Photography: Kyle Hannon
Animation: Grant Aldrich
Project Manager: Carson Schubert
Producer: Jeremey Schneier