For urban explorers, solving the maze to the destination is the real reason to explore. Go anywhere with the versatile Hatchet backpack by JanSport.
JanSport tapped their longtime AOR, San Francisco-based Teak (www.teaksf.com), to cast both the SuperBreak and the Hatchet as a companion for self-expression and discovery. The result is a creative execution that builds on the brand’s outdoor heritage and brings its bold message to a diverse young audience. For SuperBreak, the campaign takes a journey down the path of youthful self-discovery featuring late nights in the city, special friendships, and limitless possibilities. Hatchet finds its protagonists dominating the city landscapes, exercising their freedom to go anywhere and do anything.
To keep the campaign fun, but grounded in authenticity, Teak took a non-traditional path to finding talent, choosing to feature real young people, not actors. At times, this involved casting talent from social media channels and even seeking out skateboarders off the street in San Francisco, starting a dialog with its customers that helped grow and shape JanSport’s brand story.
SPW CreditsClient: JanSport 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 Hatchet Tracks/Artists: “To the Top” by Chuuwee
Boma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut “The Deb” premiered as the closing night film at this year’s Toronto International Film Festival (TIFF). Adding a touch of creative flair to the film’s debut, the team at Boma helped in crafting the brand identity for Wilson’s production company, Camp Sugar.
“Rebel and her team approached us with this adorable character design and a simple question: ‘Can we make this happen in time for Toronto?’” shares Jason Cohon. “As huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebel’s team, it was an easy ‘yes!’”
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading “Camp Sugar.” As the camera reveals two hands gently holding the sign, a little girl playfully peeks from behind, inviting the audience into the world of Camp Sugar. Boma was tasked with designing and animating the 3D environment and character, delivering a fully rendered introduction that will serve as a long-lasting signature for Rebel Wilson’s films for years to come.
“We had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugar’s films.”
Based in Los Angeles, Boma was created to fill a need for quicker turnarounds and tighter budgets while maintaining quality at the highest creative level. With a fully remote pipeline, global partnership across three continents and a team of senior creative talent, Boma is equipped to scale projects rapidly, regardless of budget or timeline constraints.
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