When I joined VSCO in 2018, I led a strategic reset for the brand. The campaign “Make it anyway. Make it with VSCO” is the first integrated campaign that fully incorporates this new brand strategy.

VSCO is a creative channel. We build creative tools, spaces and connections driven by self-expression. Our mission is to help everybody fall in love with their own creativity.

We have created a 3 part documentary series to celebrate our creative community. The films respectively profile the New York-based painter and illustrator Mónica Hernández, the London-based illustrator, filmmaker and collagist Shaquille-Aaron Keith, and the Montreal-based photographer Gab Bois, and are led by British underground filmmaker Jess Kohl.

The series explores the ever-evolving nature of the creative process, with each installment blending intimate archival footage with insightful examinations of the artist at work, to explore who the artist is, where they’ve come from and how they create. A mix of transparent observation and artful symbolism conveys the various themes of each artist’s life and creativity, showing how their unique life experiences drive every new creation.

In addition to the 3 creator films, there are VSCO journals with interviews with each creator in the VSCO app and on vsco.co. The campaign also comes to life through digital marketing, a community activation and editorial partnerships with key media partners.