JanSport’s new “Driven to Go” campaign is targeting a slightly older, more diverse, city audience, with a creative focus on urban exploration. A fun aspect of the production included sourcing all real people (no actors) mostly from social media, and a few key people were even handpicked off of the streets of San Francisco.

Conceived by a creative ensemble at branding and content studio Teak, the campaign included this spot titled “Hammock,” which underscores that you can go pretty much anywhere with JanSport’s versatile Hatchet backpack. A young gent hikes up to a pedestrian bridge, pulls a hammock out of his Hatchet backpack, and relaxes across the steel expanse.

Teak director/creative director Greg Rowan said of the casting for the “Hammock” spot, “We were location scouting in San Francisco, on the hunt for a very steep hill–perfect for a skateboarder to bomb. Just then a tall, lanky skater whipped past our van, pulled a power slide, and hopped off of his board, disappearing into a well known skate shop. I asked the driver of our car to pull over and headed into the shop, where I was immediately introduced to Zach Stewart, a well known San Francisco street skater. He was a friendly guy, up for anything that sounded like an adventure. The irony is that we ended up using him for his character and not his amazing skating ability.” 

Credits

Client JanSport Agency Teak, San Francisco Greg Rowan, director/creative director; Kevin Ferguson, writer; Montana McLean, art director; Bradley Hughes, lead designer; Beth O’Neill, UX/UI designer; Michelle Brandemuehl, production artist; Colin Russell, Alec Rodriques, DP/editor; Coin Russell, editor; Brett Miller, producer; Lea Hamilton, project manager; Lauren Konig, animator. Music “Shakedown” by Equal

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