Custom Culture is a multiphase art contest designed to inspire creative expression and individuality through Customization—a goal at the heart of the Vans brand.

Over three months, we ask participants submit paper to digital shoe designs to the competition (integrated with eCommerce platform and option to purchase)

From there, the Top 10 in each region are sent a white Era shoe to design and resubmit to the competition. A winner in each region will receive a 25k USD cash prize, partner with Vans to choose a charity to donate 100k to in their region, and will have their shoe design sold on vans.com  

In addition to building out the site experience, my team and I worked with the design studio, Morning Breath, to create characters and videos that lived on the  site, on social, and on TV.