Vans has always been a champion of the nontraditional. So instead of showcasing yet another nuclear American family holiday, we celebrated families who found each other through alternative circumstances.

Each family represents a core pillar of the Vans brand — music, art, and sports. We explored their connection through short films guided by family member voices, as we witness the unique thing that ties them together.

🛹 BOTTOM FEEDER

🎸 MUNA

🎨 BOB BAKER MARIONETTE THEATER

We expanded on the role of our products by partnering with Tool to build Vans’ first ever AR experience at store windows across the country.

Passersby were invited to scan QR codes, allowing them to “unwrap” different gifts. Users would scratch their screen to “unwrap,” which caused a virtual explosion that took over the entire retail window. The joyful chaos of Vans-inspired wrapping paper—mixed with dynamic 3D elements—resulted in three unique experiences, each representing one of our unique families. The experience wrapped up by sharing these family’s films and, gave fans a shot at a year’s supply of vans for them and whomever they call family.