VANS
"First Crush" is a back-to-school campaign for Vans, shot on location in Napa Valley during the first weeks of harvest. It pairs two things that happen at the same moment each year: college students walking into a new school year, and vineyards starting the crush. Both are about beginnings, hard work, and something good coming from the first pressure of the season.
It takes Vans out of the usual urban skatepark and hallway setting and puts the shoes in a place no one expects them, without losing the brand's DIY, off-the-wall attitude.