9MP
BACK TO WORK
1
CONSUMER
JANSPORT
2025
JANSPORT
What Makes You Original
SCOPE
Film + Stills
YEAR
2025
TERRITORY
National
BRIEF
JanSport's original pack has been in continuous production since 1967. The challenge was reintroducing it to an audience with no nostalgia for it — buyers who weren't alive for the pack's first run and don't respond to heritage as an argument.
APPROACH
We shot on location outside Los Angeles across a single day, natural light, real environments. No studio seamless and no styling that would date the work. The pack had to look like something already in someone's life rather than a product being introduced. Film and stills were captured on the same day with the same crew, so the campaign carried one look across every placement.
RESULT
[REPLACE — one real figure: completion rate, CPM vs benchmark, sell-through]
DELIVERABLES
SERVICES
Direction
Production
Photography
Post & color
SHOOT DAYS