Jansport is an iconic backpack brand with a long-standing history and a national brand recognition of 98%. However with the influx of gen z brands and the ever-changing world post-pandemic, Jansport’s brand purpose needed to be their flag in the ground. The message of “Always with You” is the brand’s mission of journeying with their audience through the highs and lows that each of us face every day.
We knew that we really wanted to feature the vibrancy and diversity of GenZ by highlighting the multi-faceted personalities of our cast. Each character had their own story to tell and we had a lot of fun bringing them to life. After an awesome 3 day production, we walked away with video and photo content that found its way into a social media toolkit to be used globally.
THE CAMPAIGN
ALL WELCOME
You are the main character of your story. Whether you wear neons or neutrals, platforms or sneakers, love pop or punk, you are who you are. Gen Z is a generation that can only be defined by the limitless ways they express themselves. And JanSport is here for all of it—to welcome all personalities, backgrounds, and stories. Because our backpacks don’t define you, you define yourself.
Role : Creative Director, Art Direction, Styling
Our amaazziiinng crew!
Director - Micah Dudash; Photographer - Aden Bonecutter, Producer - Mimi McCormick, 1st AD - Miguel Hernández, Executive Producer - Tim Twinem, Dir. of Proj. Mgmt - Katie Baldwin, Associate Producer - Megan Swartzlander, DP - Joel Wolter, 1st AC - Galen Foly, DIT - Josiah Jones, 1st Assistant - Emma Sedach, Gaffer - Tyler Kaschke, Key Grip - Trevor Tietjen, G&E Swing - Ben Johnson Juan Ordonez, Props - Jessie Capstick, Asst Prop Master - Jeff Erwine, HMU - Nyla Nasser, Asst. MU - Tay Blue Fonseca, Wardrobe Stylist - Nikki Malloy, Wardrobe Assistant - Gaia Orr