MakeADifference
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Truth x Vans by Kevin Lyons

Not a Puff Piece

Truth x Vans by Kevin Lyons

To tell ya the truth

The truth is— Raleigh, and North Carolina itself, is an epicenter of tobacco farming. Even worse, teen smoking rates are higher in the south than anywhere else.

To hit the issue head on, we teamed up with TRUTH, a non profit organization dedicated to stomping out youth smoking, along with 72andSunny, a California ad agency with the right connections. The plan was simple— create a mural that speaks volumes about ending teen smoking for good.

Bi-coastal creativity

Bi-coastal creativity

Since the agency was out in Cali, they tagged us as the east-coast experts in mural creation and to film the story along the way. Our Brand Director Jedidiah Gant happens to run Raleigh Murals Project, so it was a match made in agency heaven. We took the lead on scouting locations and settled on a 20x40 foot wall in the heart of Downtown Raleigh.

Featured in Shoot Magazine, Hypebeast and Skateboarding Magazine.

Chosen as “Editor’s Pick” in Creativity Magazine

Semi-Finalist for 2016 National AICP Award

What all the kids are sayin'

What all the kids are sayin'

We knew from the get-go that our budget and timeline would be challenging. The mural came to life over the course of four days. Despite the inclement weather, we captured a tricky overhead drone shot with the help of a tarp that shielded the artists & our incredible crew from the rain. Together, we pulled off editorials, grading, and sound-design for two spots, plus seven six-second Vines (you know, the prehistoric TikTok), in just one month.

The Myriad team were wonderful collaborators and problem solvers; we felt well taken care of every step of the away. Just clutch.

Diana Pam, Art Producer at 72andSunny

Wearable art with a message.

  • A product shoot of the Vans x truth shoe designed by Kevin Lyons
  • Artist Kevin Lyons painting a mural in Raleigh for Vans x truth
  • An artistic image of a sketch of the Kevins Lyons x truth Vans shoes
  • A close up look of the Vans x truth shoes designed by Kevin Lyons
  • 100,000 likes and shares in less than a week

  • 50,000 YouTube views

  • 520,000 Instagram views

  • 1 Million Vine loops

  • 83 Mischievous Monsters

  • 11 Pairs of Kevin Lyons x Truth Vans currently for sale on Ebay (otherwise sold out)

  • 850 TVs in Journey’s stores across the US

Check this out, these are pretty sick. We’ve been waiting for a street artist styled shoe from Vans like this.

Skateboarding Magazine

On the Good Foot

Kevin’s benevolent doodles became a limited edition shoe for Vans. And our final spots served as the launch material in-store at Journey’s stores nationwide. That’s what we call putting our best feet forward.

Credits

  • Executive Producers

    Chris Young + Ricardo Roberts

  • Producer

    Shawn Lamons

  • Creative Producer

    Jedidiah Gant

  • Director/DP

    Josh Steadman

  • Editors

    Max Zampieri + Spike Hoban

  • Colorist

    Marshall Alderman

  • Music

    Shirlette Ammons