“GIRLS SKATE INDIA”
BRAND CAMPAIGN
CLIENT
Vans
Vans
BRIEF
To give women in skateboarding their flowers for their contributions to the culture and the sport, as part of Vans’ annual global brand campaign.
To give women in skateboarding their flowers for their contributions to the culture and the sport, as part of Vans’ annual global brand campaign.
THE WORK
In the research phase, we stumbled upon a story that stopped us in our tracks - a young skateboarder named Atita Verghese in Bangalore, India, who threw herself into the sport after her mother survived an acid attack.
Atita and other local skateboarders created a DIY safe haven skate park for anyone to find community. So, we traveled to India to tell their story and to leave a permanent impact on the underdeveloped park.
World-class skateboarder Lizzie Armanto came with us and hosted a skate clinic, attended by girls as young as 5 years old. While the girls learned new skills on their boards, we installed a permanent half pipe and dropped off a truckload of boards and equipment.
We filmed the whole proces, then hit the road with the documentary, hosting premieres and skate clinics all over the world for young girls.
In the research phase, we stumbled upon a story that stopped us in our tracks - a young skateboarder named Atita Verghese in Bangalore, India, who threw herself into the sport after her mother survived an acid attack.
Atita and other local skateboarders created a DIY safe haven skate park for anyone to find community. So, we traveled to India to tell their story and to leave a permanent impact on the underdeveloped park.
World-class skateboarder Lizzie Armanto came with us and hosted a skate clinic, attended by girls as young as 5 years old. While the girls learned new skills on their boards, we installed a permanent half pipe and dropped off a truckload of boards and equipment.
We filmed the whole proces, then hit the road with the documentary, hosting premieres and skate clinics all over the world for young girls.
The hero film threw viewers straight into the colorful chaos of India and the lives of the Bangalore skateboarding crew.
The cutdowns brought key moments from the experience to the top.
And our social content and DIY workshops helped highlight that - at the end of the day - skateboarding is about joy.