Vans had previously conducted an in-depth segmentation study, but needed a deeper understanding of their core consumer. Using online and in-depth ethnographies, we got up close and personal with the core target audience. For 3 months, we completely immersed ourselves in the consumers' lives to help best represent the expressive creators. 

 

We then created a high-energy video documentary bringing the consumers to life, sharing it with the whole business in a 2-day workshop during which they immersed themselves in the target’s lives, passions, and influences.

 

An internal website was created that hosted this documentary, along with the Expressive Creators' profiles.