JanSport
Art Direction | Video Production | Photography | Video Editing | Motion Graphics
I have been working as a Senior Art Director for JanSport for 5 years now and have the opportunity to work on a variety of projects, including photo and video productions, e-commerce user experience, and much more. Below is some campaign work that I have been involved in.
Brand Legacy
The Brand Legacy campaign engages audiences, drives awareness, and sparks brand love. We aimed to captivate and educate potential customers to build a strong foundation for future engagement and conversion.
Mixed media project using digital footage, motion graphics, and animation.
Art Direction: Jon Laser
CD: Lorian Steele
DP: Josh Bernales
Producer: Brennan Hussy
Illustrator: LittleEyesAlien
Editor | Animator: Ool Creative Agency
Script Writer: Ricky Lambert
Photographer: Tim Brown
Retro Series
Inspired by our hippie hiker heritage, creativity, and ingenuity, the Retro Series uses film and digital photography, captured from a POV perspective. Approached with a modern vintage take, this work taps into the nostalgia of our icons’ roots in a free-spirited exploration.
Mixed media project using digital and Super8 footage along with historical photography.
Art Direction: Jon Laser | Tim Kressin
DP: Tim Kressin
Producer: Davis Goslin
Editor: Makenna Wall
Photographer: Alex Martinez
CD: Lorian Steele
Adaptive Collection
The Adaptive Collection - Made for Every Body.
I had the fantastic opportunity to work on the JanSport adaptive packs campaign. Authentic representation was essential, as each disability and subculture is unique. We sought out talent and crew from our own community to help us storyboard genuine scenarios and produce use cases. The goal of the campaign was to be inclusive and authentic without tokenizing our models who use mobility devices.
We framed this campaign through the classic JanSport lens, capturing genuine moments with friends.
Art Direction: Jon Laser | Matt Good
DP: Chris Freeboth
Editor: Chris Freeboth
Photographer: Alex Martinez
CD: Ben Raines
All-Around Pack
Internal videos are where the JanSport humor really comes out. I am frequently tasked to develop engaging video content to educate our sales team. The All-around pack video promotes the product’s rich features and versatility while poking fun at itself and the designers who developed the products.
Art Direction: Jon Laser
DP: Josh Bernales
Producer: Jon Laser
Editor: Jon Laser
Script Writers: Jon Laser | Maddy | Ahren Bonnama