Art in Motion: OTW by Vans x Piet Parra

A Case Study in Capturing Movement and Design in Commercial Cinematography

For this visually kinetic campaign, OTW by Vans teamed up with legendary Dutch artist Piet Parra to reimagine the iconic Vans Half Cab—a staple in skate culture and Parra’s personal favorite from his pro skating days with Vans in the early '90s. The collaboration brought together bold color palettes, fluid lines, and a rich cultural backstory, creating an opportunity to tell a story that fused sport, fashion, and art.

Director of Photography Drew Lauer brought his eye for visual storytelling to the campaign, working alongside Director Ty Evans and an all-star crew.

Set at the Vans Skate Park in Huntington Beach, the spot featured skater Curren Caples and celebrated Parra’s organic, surrealist aesthetic through dynamic camera work and creative lighting design.

The Vision:

The project aimed to celebrate the individuality and visual flair of the new OTW by Vans x Piet Parra Suede Half Cab through authentic, high-energy cinematography. Vibrant suede textures and distorted cutouts on the shoes mirrored the motion on screen—each element moving fluidly within the skatepark environment. Drew’s approach as DP was to craft images that felt alive, letting Parra’s vision translate through every frame with seamless motion and layered lighting.

Cinematography Approach

Working with the MediaBox Camera team and a tightly coordinated crew, Drew employed a mix of handheld movement and stabilized setups to capture the rawness of skateboarding while maintaining polish in the product-focused shots. Lighting was key to balancing contrast and color saturation, highlighting both the design of the shoes and the creative energy of the park.

Production

The production brought together industry talents including Global Creative Director Ryan Berman, Producer Steph Makedonski, and Production Company Ghost Digital Cinema, among others. Every element, from the athlete management to set grip, was coordinated to deliver a seamless visual story. Behind the scenes, the set was energized by collaboration and respect for the Vans and Parra legacy.

The Result

The campaign successfully launched on September 24, 2024, through otw.vans.com, earning high praise for its energetic and art-driven visuals. As 2nd Unit Director of Photography, Drew Lauer’s contributions helped showcase the product in motion, amplifying the campaign’s core theme: art in motion. The final commercial stands as a celebration of individuality, design, and creative expression through the lens of skateboarding and streetwear culture.

Credits

  • Director: @tyevans

  • Global Creative Director: @beer_run

  • Featured Artist / Creative Direction: @pietparra

  • Featuring: @currencaples

  • Producer: @stephmakeup

  • Director of Photography: @drew__lauer

  • 1st AC: @pskaught

  • Key Grip: @schoerner

  • Grip: @tcodycaldwell @kennethmbauer @shaner1030

  • Lighting Assist: @cyread @tuckercostello

  • PA: @deetric.evans

  • Campaign Still Photographer: @aacostaa

  • Athlete Management: @parttimepirate

  • Marketing: @marissaexplains

  • Production Manager: @yen__tran

  • Production: @maxwellrubins @yo_gabbers

  • Camera: @mediaboxcamera

  • Production Company: @ghostdigitalcinema

  • Special Thanks: @stevecaballero @jakemednik @tonyyeboah_

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