Sunday, September 23, 2018
You are here:

JanSport "Hammock"

By

Lore
Tuesday, Apr. 10, 2018

897 views

Log in or register now!

The best seat in the house is wherever you choose. Go anywhere with the versatile Hatchet backpack by JanSport.

JanSport tapped their longtime AOR, San Francisco-based Teak (www.teaksf.com), to cast both the SuperBreak and the Hatchet as a companion for self-expression and discovery. The result is a creative execution that builds on the brand’s outdoor heritage and brings its bold message to a diverse young audience. For SuperBreak, the campaign takes a journey down the path of youthful self-discovery featuring late nights in the city, special friendships, and limitless possibilities. Hatchet finds its protagonists dominating the city landscapes, exercising their freedom to go anywhere and do anything.

To keep the campaign fun, but grounded in authenticity, Teak took a non-traditional path to finding talent, choosing to feature real young people, not actors. At times, this involved casting talent from social media channels and even seeking out skateboarders off the street in San Francisco, starting a dialog with its customers that helped grow and shape JanSport’s brand story.

Credits

Client: JanSport Agency: Teak  Director/Creative Director: Greg Rowan, Writer: Kevin Ferguson, Art Director: Montana McLean, Lead Designer: Bradley Hughes, UX/UI Designer: Beth O’Neill, Production Artist: Michelle Brandemuehl, Editor: Colin Russell, Editor: Alec Rodriques, Photographer: Andrew Reilly, Animator: Lauren Konig, Director of Photography: Alec Rodriques, Producer: Brett Miller, Project Manager: Lea Hamilton, Account Director: Greg Martinez, Hatchet Tracks/Artists: "Shakedown" by Equal

 

Category: 
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Saturday, Sep. 22, 2018

Comcast has emerged as the top bidder for European broadcaster Sky after a...

Saturday, Sep. 22, 2018

As beguiling and powerful as Jane Fonda is onscreen, she has yet to play a...

Friday, Sep. 21, 2018

SAG-AFTRA has called a strike against advertising agency Bartle Bogle...

Friday, Sep. 21, 2018

Fighting to defend its $81 billion takeover of Time Warner from a...

Friday, Sep. 21, 2018

Executive producer Tanya Cohen has launched production house Slash Dynamic...

Friday, Sep. 21, 2018

New York/Los Angeles/San Francisco-based content creation studio/...

Recent SPW Releases

Friday, Sep. 21, 2018

For fans of Crystal Pepsi, the drink’s revival could not come too soon...

Friday, Sep. 21, 2018

In The Predator, 20 th Century Fox’s reboot of the sci-fi horror franchise...

Thursday, Sep. 20, 2018

SAG-AFTRA today called a strike against advertising agency Bartle Bogle...

Thursday, Sep. 20, 2018

Still/Life , director Josh Hayward’s new short film, describes a rebirth...

Wednesday, Sep. 19, 2018

Renowned Director Nick Wickham, internationally revered for Concert Films...

Wednesday, Sep. 19, 2018

Spittn Image Creative Director Shawnette Heard and up-and-coming director...

MySHOOT Profiles

John Komnenich
Director, Editor
Blair Hayes
Director

Director, Editor

MySHOOT Company Profiles

Top