Founded in 1967, JanSport is the original outdoor gear brand. Over the last 50-plus years, the company’s packs have become iconic to people everywhere, whether they’re climbing mountains or practicing multiplication. JanSport came to Teak with the challenge of retaining brand loyalty among those moving from schoolyards to college campuses, without alienating those who weren’t.
Our solution was a multi-year campaign platform called Live Outside. The idea was to stay true to JanSport’s heritage of independence and discovery, while increasing relevancy among a younger audience. We did this by creating experiences related to authenticity in art, music, and urban lifestyles, and aligning ourselves with those experiences.
JanSport
Over the course of the campaign, we went on a 9-day road trip from San Francisco to Austin with indie band the Stone Foxes. We traded in guitars for paintbrushes, and documented the creation of murals by artists in Brooklyn, San Francisco, and São Paolo. We captured vibrant street art scenes, following artists as they painted once empty building walls from sketch to celebration. When the murals were finished, we threw a party featuring beloved local bands for anyone who cared to join.
Role
Art Director
Visual Designer
Agency
Teak Digital
