The Original That Keeps You Original

SCOPE

YEAR

TERRITORY

Film + Stills

2025

International

BRIEF

JanSport was evolving the brand at global scale, moving toward broader cultural appeal without sanitizing its roots. Agency Matt & Nat brought a campaign built on the pack as "vibe source" — a catalyst for everyday originality, set in parking lots and trail entrances rather than on summits.

Six films, sixty stills, and a library built to carry across EMEA, APAC, and North America. Two shoot days.

APPROACH

Good creative doesn't survive the wrong crew. We assembled the team around the work: director, DP, stills photographer, art director, stylist, and hair and makeup — chosen for this campaign's specific tone, which needed candid without sloppy and irreverent without silly.

Six films across two days: Tea Time, Gone Fishing, Between the Hammocks, Hike, Knitting, and Vendor. Golden Oak Ranch for the lake and trail worlds, Downtown LA for the city. Two days for six distinct films only works on preparation — weeks of pre-production, dedicated fitting days, a director scout and a tech scout ahead of principal.

The stills team ran alongside camera rather than shooting separately, so sixty images share the films' light and casting instead of almost matching. A BTS unit covered social throughout. We secured brand-relevant influencer talent, then carried the work through editorial, color, and finishing.

RESULT

Delivered seven films against six contracted. During production the client responded to the footage strongly enough to commission an additional heritage piece — cut from the same two days, no extra shoot.

The campaign ran globally across film, social, and out-of-home.

DELIVERABLES