VANS The Fat Year
This project was created for Vans CNY 2019, which marked the Year of the Pig in the Chinese zodiac. We didn’t want to use “pig” directly to represent the year. Instead, we chose “fat” — a common trait associated with pigs — as it offers broader emotional and cultural connotations. For example, phrases like “Fat City” or “chew the fat” suggest ease and abundance. In Chinese, when we say someone is bold, we might say “胆肥” (literally: ‘fat gall’), which conveys courage.
In this project, FAT came to symbolize freedom, ease, and nonchalance. We built the concept around these ideas, reflecting the current mindset of Chinese youth and aligning it with Vans’ spirit of independence and self-expression.
I was involved in all stages of the creative and strategic development of this project, not limited to visual execution. As the art director, I established the overall visual identity, building the concept around the theme of “expansion” and the idea of “fat.” I designed window displays and in-store installations for Vans across the Asia-Pacific region, and also participated in the production and direction of the commercial video and posters, including prop design and set styling.
display design
TVC
set/props design
KV design
VANS OTW
This was a Vans artist collaboration project, where animations were created based on the illustrator’s illustration.
I created style-consistent animations according to the assigned shot breakdown.Including hand-drawn animation, 3D animation, and After Effects-based visual effects.
animation
VANS X BILIBILI
Vans Custom is Vans’ user customization platform, where users can upload their own images to be printed on Vans shoes.
This project was a collaboration with a well-known character from a popular Chinese youth video platform, aiming to showcase the creative freedom of the Custom platform while connecting more deeply with the younger demographic.
I worked as the art director for this campaign. I adapted and redesigned the illustration materials to establish the overall visual identity of the project. I also designed the shoe box packaging, installation display, promotional video, and led the campaign planning. Additionally, I served as the host of the promotional event and provided artistic guidance to participating artists.
KV/product/package
workshop-hosting and planning
display