To support the launch of their inaugural 2019 Custom Culture campaign, Vans teamed up with iconic design studio Morning Breath and Hornet director Andy Baker to create a 60-second promo video. The animation was produced in Andy’s London studio over a 2 month period. It oozes a hip, trippy, psychedelic swirl of a vibe. The characters—with their hairy legs and eyeballs for heads and vinyl records for bodies—are totally weird and out-there. Layered upon this is a mix of tracks (hip-hop, reggae, and punk) that reflect some of the different subcultures and genres of the Vans universe. And underpinning all these brand pillars and the illustrative masterclass is a fun, simple story about a skateboarding sharpie with big dreams and a bigger imagination.
Director Andy Baker
Executive Producer Lucia Davies
Design Morning Breath, Inc.
Animators Frankie Swan, Sean Weston, Campbell Hartley, Jamie Hobbs, Ned Mackness, Eloise Garlick
Compositors Linus Kraemer, Andy Baker
Sound Design Father
Music “Cold Beats featuring Percee P” by Koushik & Percee P, “Struggle For Power” by Fred Card, “Son Of A Beach” by the Puke Bros
Ever since he can remember, London native Andy Baker has been obsessed with animation. From over-the-top films like Disney’s Fantasia to Sunday morning regulars like Tom & Jerry, he was immediately hooked. After studying Fine Art in his formative years, Andy went on to pursue a degree in illustration and animation from Kingston University, tailoring his approach and finding his niche somewhere in between the two.
Shortly after graduating, Andy formed multi-disciplinary studio This Is It Collective along with some friends and started taking on commercial work. Their first collaborative project Viceworld, an energetic title sequence for VICE UK, landed This Is It Collective on the map as up-and-coming animators and gave Andy the support he needed to develop his craft.
Since then, Andy has collaborated with multiple artists and illustrators to produce work for clients such as Vans, Warner Brothers, Marmite, Ricard, Adidas, Asics, Seamless, and MTN DEW. His character-driven work and 2D cel techniques—combined with his use of bold color, liquid transitions, and old school animation style—make Andy’s range of work completely contemporary while remaining undeniably classic.