I Wanna Be Elevated

Vans

Recognition: Student Merit -
One Club Awards Denver. 2022

360 Campaign - Student/Spec

Mother nature is punk AF. She’s loud, in your face, and relentless. Which is why Vans made their Ultrarange and MTE models capable of surviving any hardcore environment, from high-energy mosh pits all the way to high-elevation mountain trails.

Nothing is more classic punk
than “I Wanna Be Sedated” by The Ramones. Because Vans is a fan of classics, all the headlines in this campaign are Ramones-inspired.

A black and white photo of a crowd of people in an indoor space, with some holding drinks and wearing casual clothing. The foreground shows a man with tattoos, sitting on a chair, holding a microphone, with a backdrop of several hanging signs with text, and a large, blurred sign reading 'PLENTY-PLENTY-PLENTY MORE MOUNTAINS TO GO'.
Black and white photo of a man hiking in a forest, with a group of people watching him. Text over the image says 'Hiking to do and trails to call home!' and 'Wander that never ends.'
A black and white photo of a crowd at a concert or festival, with a stage and large speakers in the background, and a woman jumping or dancing on stage. The image features red text that reads "VANS" and black and white text that says "PLENTY" and "more mountains to go." The scene appears outdoors, with some trees visible behind the stage.
A crowd of people gathered outdoors in a mountainous area, holding a large Christmas tree with a woman hanging upside down in the middle, surrounded by signs with playful phrases in cut-out letter style. The scene has a lively, fun atmosphere.
Tattoo of red shoes, with the text "I WANNA BE ELEVATED" below, on a person's thigh.
Two people wearing face masks on a mountain overlook, with a vast mountainous landscape and valleys visible in the background, and a large Vans logo with the text "I WANNA BE ELEVATED" in the foreground.

On top of Pike’s Peak, one of the many 14ers in Colorado, we’ll set up a portable tattoo booth. A local tattoo artist will be slinging “I Wanna Be Elevated” tattoos for free to anyone who hikes it to the top.

Close-up of a person sitting on rocks by the water holding an electric guitar with a colorful design on the body.

Vans partners with punk rock’s favorite guitar, Fender.

Vans and Fender team up to release a limited-release “I wanna be elevated” edition Telecaster.

And to make sure it’s approved by the queen of punk rock herself, Mother Nature, we’re going to make it from the most sustainably-sourced materials on the market.

Crowd of people at an outdoor concert or event with hanging Vans sneakers and a stage with a Vans logo and the phrase 'Wanna Be Elevated' in the background.

Punk legends have graced the stage of the Roxy theatre in LA since the early 70s. We’re going to take the “I Wanna Be Elevated” spirit and inject it directly into the Roxy by redecorating the entire venue and putting a Vans tree right in the middle.

A large outdoor concert with a crowd of people raising their hands in front of a stage. The stage features a sign that says 'SIMPLE PLAN' and a band performing. The background shows mountains and a partly cloudy sky.

To fill the Warped Tour-shaped hole every punk rocker has felt in their heart since 2019, we’re going to deck out a camper, Vans style. With the top punk bands in tow, the Vans Camped Tour is going to set up in National Parks across America. Anyone willing to brave nature can get elevated with Vans.

Like our cover version? Check out the full track below, featuring myself and my fellow Q8 DAD grads.

I Wanna Be Elevated
The DAD Band
Download

CW, AD, & Photography - Casey Serrano

Spec Project, Denver Ad School - OCT. 2022

Check out the original photoshoot here:

A woman with red hair and tattoos relaxing in a tree, wearing shorts and sneakers, overlooking a mountainous forest landscape.