By Egotist / / JanSport tapped their longtime AOR, Teak, to cast both the SuperBreak and the Hatchet backpacks as a companion for self-expression and discovery. Teak Creative Director Greg Rowan found inspiration from the idea of urban exploration. “Cities are a magnet for people who are just starting out—instinctively following an innate sense of discovery. Urban explorers are pioneers, specifically targeting places that are off-limits or seldom seen, using photography to capture their own personal experience.” To keep the campaign more authentic, Teak took a non-traditional path to finding talent, choosing to feature real young people, not actors.This approach extended to the video soundtrack, where Teak used up and coming musicians. Check them out. 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 SuperBreak Tracks/Artists: “Freedom” by Tony Blayzem feat. Lamont Starr “Ya Ya” by Naked Giants “Golden Rule” by Valaire “New Blood” by Dojo for Crooks “Live It Up” by The Furnishings Hatchet Tracks/Artists: “Shakedown” by Equal “To the Top” by Chuuwee
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This concept has been done to death. SFMOMA just did a campaign with this concept a few months ago. Target's done this before too. The tag line [Read More]
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Can I ask who the actors are from the can’t recall the 90’s advert![Read More]
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The real disaster of this spot is the dress they decided to feature. Little House on the Prairie called and they want their dress back.[Read More]
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