Although Math and Science classes came natural to the young Lucas Shanks, he clashed regularly with his English teachers in Minneapolis enough to defy them by majoring in Journalism at the University of Minnesota, and became a writer. After graduation, Lucas immediately moved to the Big Apple for a job in advertising and put together his portfolio at the School of Visual Arts at night. He now works as a Copywriter at JWT, a large advertising agency in New York City.
On entering the FluevogCreative contest:
I’m relatively new to Fluevog shoes. When I moved to New York, a buddy of mine who managed the studio at my agency had a pair of Fluevogs, and he raved about how unique and well-made they were. Coincidentally, I found this contest while browsing the website for some of the shoes he recommended. I suppose that means I owe him a pair.
On submitting artwork into FluevogCreative:
I had submitted previous entries for Fluevog Creative contests, but nothing was ever nominated. Since I enjoy working on side projects for really interesting brands, I kept writing new headlines for other Fluevog shoes within the idea of ‘Feet That Turn Heads’ so I could have a full print campaign. I entered the “Truth Family” contest not really expecting to win anything, because the contests have traditionally been dominated by really awesome designers and illustrators. I’m glad to see conceptual thinking get rewarded here, so this one’s for all the writers out there.
On the inspiration behind his winning ad Feet That Turn Heads:
As advertising creatives, we’re taught to do the majority of our work on a piece of blank paper. That means saving the timely execution for ideas that you know are solid. I have a bunch of lines I wrote for ‘Feet That Turn Heads’ over the course of a week, but I only spent two or three nights after work putting together the layout. It was all about polishing the original brand idea.
Fashion-wise, I’ve always been a shoe guy. Shoes and jeans I guess. My philosophy is to splurge on awesome shoes and jeans, and spend as little as possible on shirts, hats and other accessories. People can respect thrifty clothes, but they really notice great shoes and jeans. Want to get noticed? Wear nice shoes and jeans. To me, this is what Fluevogs are all about, making your feet turn heads.
On what the future holds for Lucas:
I want to have a very successful career in advertising, which to me would mean being a creative director at a large agency, or a small agency of my own. Then I want to be tragically laid off so I can retire to my cabin on a lake in Minnesota whereI’ll have my own boat, wood shop, farm and brewery.
How do you hope to be remembered?
Remember in the 1990s when everyone wore Starter jackets? Literally, people were killing each other for them. I’d like to be remembered as the guy that got killed for his shoes.
What is something most people don’t know about you?
I still tie my shoes using the bunny ears method.
Keep an eye out in Bust, Juxtapoz, New City, and Wax Poetic magazines for Lucas’ winning design in print.
