Review of Vans ‘Always Pushing’ 2024 Ad Campaign by Creative Director ALEX/2TONE
Vans shreds into advertising excellence with an expansive and vibrant new campaign, aptly titled “Always Pushing.” To create the campaign, Vans drew on its international skate crew connections and partnered with multidisciplinary creative director ALEX/2TONE.
From Los Angeles to London to Tokyo, the imagery takes Vans back to its roots – skateboarding and street culture – while celebrating the idea of constantly pushing towards newness that is inherent in these practices. Skaters are captured in action as they take on new feats of athletic ingenuity, pushing to new limits both physically and creatively.
The accompanying short film pushes the energy to new heights. Featuring music by hip hop duo Paris Texas (who also appear in the campaign), the video combines the spirit of a classic skate compilation with boundary-pushing cinematography and editing techniques.
While skateboarding is at its heart, another key element of the campaign is its emphasis on the creative community that the sport fosters. Street artists, photographers, and musicians have always played a central role in skate culture, and the campaign excellently captures how these creative disciplines kaleidoscopically come together to push forward into new realms of expression.
Creative Director | ALEX/2TONE
Talent | Ronnie Sandoval, Tony Alva, Kevin Peraza, Etienne Gagne, Efron Danzig, Breana Geering, Linda Grabner, Fuma Tsuzuki, Yudai Fujigasaki, Jeremy Hu, Shutiao, Shor West, Hina Maeda, Rio Morishige, Kana Ishimoto, Curren Caples, Zion Wright, Tania Cruz, Paris Texas, Elijah Berle, Nati Lemper, Hugo Westrelin, Lizzie Armanto, Mami Tesuka, Willow Voges, Beatrice Domond, Rowan Zorilla, Courage Adams, and Alix Malnati
Music | “Casino” by Paris Texas