Problem to be solved:

To encourage engagement on Vans.com and to continually reinforce the VANS brand as being fun.

My Approach:

This was the first in a series of VANS annual holiday video games I Art Directed and developed the gameplay and design direction for. The game itself is based off of an old NES game called Toobin’ but in our case, we have Steve Van Doren skateboarding down a syrup street in Waffle'-land trying to gather as many gifts as possible all while avoiding the many obstacles in his path. Not only was this all browser based, but we did create 5 full size arcade cabinets to be raffled off to VANS Family members with the highest score overall throughout the campaign.

These arcade cabinets were fully functional and lived inside of our hallmark stores throughout the country until they were given to the winners at the end of the season.

This campaign saw huge success as far as engagement. By far the most successful in numbers ever for VANS during a holiday campaign.

My Role

I art directed and executed the entire concept of this from its very beginning to final execution. From visual identity, to logo treatment, to working with the artist remotely on getting all assets, to managing all game elements to be transferred to the devs, wrote and recorded all sound design and theme songs, to the creation of an actual physical videogame arcade cabinet. It was challenging and rewarding all at once.

Results

Prior to the concept of gamifying the Vans online experience during the holidays, engagement was not seeing much growth. Quickly after, we saw tremendous growth and brand awareness and a major boost to the then new “Vans Family Rewards Program”. Altogether, the game boosted holiday traffic, strengthened brand love, and set a new standard for seasonal digital engagement at Vans moving forward.