Beau Roulette

Vans – Global Creative Reset (E-Commerce Imagery Overhaul)

Creative Director

As Creative Director on this job I led a complete reimagining of Vans’ e-commerce platforms photography, transforming everything from PDPs and PLPs of footwear, accessories, and on-body imagery. The goal was to move away from static, formulaic presentation and introduce motion, character, and a raw streetwear sensibility that felt current and alive.

We elevated casting by bringing in more diverse characters, different body types, sizes, and personalities, while layering outfits in a way that gave models energy and authenticity. Working with legendary photographer Matt Jones and team, we reshaped the look of on-body photography, adding movement and dimension. Footwear and Product shots were reshot with new angles, and a fresh lighting strategy that created cohesion across categories. Apparel product photography was rethought to feel more three-dimensional, showcasing drape and texture instead of flat laydowns.

The 10-day shoot took place in a warehouse in DTLA, where we captured video, stills, and product photography simultaneously. Both inside and in surrounding areas , we built sets for each need helping to create assets beyend the white backdrops. This streamlined process and gave more opportunity for "BTS" type content, combined with new pre-production and post-production standards, ensured consistency in background tones, lighting, and scale. The result is a bold new visual direction that resets the standard for Vans’ e-commerce presence—one that will likely influence how other brands approach online retail in the years ahead.