Associate Creative Director
When VF first entered China, they engaged Ogilvy to work on 3 core brands under the Company - Lee Jeans, North Face and Vans. While at Ogilvy I lead the creative charge on these brands. Working on Vans was a haven sent, as it brought me back to my skating roots and connected me again with the days of Dogtown, Z-boys, Public Domain and Future Primitive.
The campaigns we created were not only to introduce Vans to the Chinese market but to help it expand beyond the skating scene. As a brand we were always very careful with what we said and did as we wanted to be true to our roots while going mass. I believe the success of the Vans brand today in China was directly related to how we launched the brand back in 2009.