Friday, March 22, 2019
You are here:

Teak Goes Urban Exploring For JanSport

By

Robert Goldrich
Tuesday, Apr. 10, 2018

1214 views

Log in or register now!

JanSport’s new “Driven to Go” campaign is targeting a slightly older, more diverse, city audience, with a creative focus on urban exploration. A fun aspect of the production included sourcing all real people (no actors) mostly from social media, and a few key people were even handpicked off of the streets of San Francisco.

Conceived by a creative ensemble at branding and content studio Teak, the campaign included this spot titled “Hammock,” which underscores that you can go pretty much anywhere with JanSport’s versatile Hatchet backpack. A young gent hikes up to a pedestrian bridge, pulls a hammock out of his Hatchet backpack, and relaxes across the steel expanse.

Teak director/creative director Greg Rowan said of the casting for the “Hammock” spot, “We were location scouting in San Francisco, on the hunt for a very steep hill--perfect for a skateboarder to bomb. Just then a tall, lanky skater whipped past our van, pulled a power slide, and hopped off of his board, disappearing into a well known skate shop. I asked the driver of our car to pull over and headed into the shop, where I was immediately introduced to Zach Stewart, a well known San Francisco street skater. He was a friendly guy, up for anything that sounded like an adventure. The irony is that we ended up using him for his character and not his amazing skating ability.” 

Credits

Client JanSport Agency Teak, San Francisco Greg Rowan, director/creative director; Kevin Ferguson, writer; Montana McLean, art director; Bradley Hughes, lead designer; Beth O’Neill, UX/UI designer; Michelle Brandemuehl, production artist; Colin Russell, Alec Rodriques, DP/editor; Coin Russell, editor; Brett Miller, producer; Lea Hamilton, project manager; Lauren Konig, animator. Music “Shakedown” by Equal

Category of ScreenWork: 

560x349

<iframe width="560" height="349" src="https://www.shootonline.com/embed/75904/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://www.shootonline.com/embed/75904/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://www.shootonline.com/embed/75904/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://www.shootonline.com/embed/75904/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Friday, Mar. 22, 2019

RadicalMedia has signed Barrie Isaacson MGMT to handle East Coast...

Friday, Mar. 22, 2019

Knucklehead has added directing duo Broken Antenna --aka Myles McAuliffe...

Thursday, Mar. 21, 2019

Havas Chicago has hired John Norman as chief creative officer. His work...

Thursday, Mar. 21, 2019

Divergent views and varied insights marked ThinkLA’s Mobile Breakfast on...

Wednesday, Mar. 20, 2019

Nonfiction Unlimited has signed director Marcus Ubungen for commercial...

Wednesday, Mar. 20, 2019

Production house Interrogate is teaming up with filmmaking team Jeff and...

Recent SPW Releases

Friday, Mar. 22, 2019

Mexican director Hari Sama has been an icon in advertising for a number of...

Thursday, Mar. 21, 2019

Miller Tripods Ltd., a leader in the production of innovative camera...

Thursday, Mar. 21, 2019

Manhattan Edit Workshop (MEWShop), the cutting-edge, digital-training...

Thursday, Mar. 21, 2019

When people think about camera arms, they usually visualize the large...

Wednesday, Mar. 20, 2019

Leading visual effects, animation and stereo conversion company DNEG is...

Wednesday, Mar. 20, 2019

IABM , the international trade association for broadcast and media...

MySHOOT Profiles

MySHOOT Company Profiles

Top