Now Always was created as the opening experience for a Vans global business meeting, translating the company’s strategy into an emotional narrative rather than a traditional presentation. Instead of explaining business objectives through slides, I wanted to capture the mindset that connects skateboarding with creativity: resilience, persistence and the determination to keep trying.

The film was built around an original spoken-word piece, written to feel like an unfiltered conversation with a skateboarder explaining why they continue to skate despite the setbacks and frustration. Influenced by the honesty and documentary style of The Decline of Western Civilization, the narration was paired with nothing more than black screens, kinetic typography and the ambient sounds of a skatepark, allowing the words to take centre stage.

As the spoken word came to an end, the room fell silent before evolving into an immersive audiovisual installation. Skateboarding footage appeared across an entire wall in an expanding collage, centred around a slowly rotating skateboard wheel that gradually grew until it filled the space. The sequence built in scale and intensity before cutting abruptly to black, creating a moment of anticipation that led directly into a live runway presentation.

Rather than simply introducing a collection, the project was designed to create an emotional connection with the audience and establish the tone for everything that followed.