Monday, July 16, 2018
You are here:

Teak Goes Urban Exploring For JanSport

By

Robert Goldrich
Tuesday, Apr. 10, 2018

835 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

Monday, Jul. 16, 2018

The year of Cardi B continues — this time with 10 MTV Video Music Award...

Monday, Jul. 16, 2018

Director Greg Bell has joined the roster of L.A.-based Community Films for...

Monday, Jul. 16, 2018

Comic-Con, the annual gathering of over 130,000 fans, artists, collectors...

Monday, Jul. 16, 2018

Anonymous Content has added director Karim Huu Do to its roster for...

Sunday, Jul. 15, 2018

"Hotel Transylvania 3: Summer Vacation" has checked into the No. 1 spot at...

Friday, Jul. 13, 2018

The Martin Agency has created a department called Talent & Culture...

Recent SPW Releases

Monday, Jul. 16, 2018

The Art Directors Guild (ADG, IATSE Local 800) announced today the launch...

Friday, Jul. 13, 2018

GameStop delivers on the promise that stranger things can happen than an...

Friday, Jul. 13, 2018

The Hollywood Section of SMPTE ® , the organization whose standards work...

Friday, Jul. 13, 2018

Pace Pictures recently hosted international filmmakers from the Global...

Friday, Jul. 13, 2018

Sound Lounge, New York’s leading independent sound facility announces that...

Top