JanSport Back to School 2022 Campaign Shoot
In 2022, JanSport geared up to launch it's seasonal Back To School campaign. Alongside an all-star creative team, I led and directed this three-day production in Atlanta, which marked a turning point in JanSport's lifestyle storytelling approach. The goal was to portray the authenticity and energy present in youth culture with a brand-right approach typically found at JanSport but mix it with a slightly more editorial, intentional, and fashion-forward mindset.
In post, I paired digital selects with Polaroids shot on location and layered in handwritten testimonials pulled from real customer feedback. The result was a campaign that accrued very high engagement on social platforms and hit the core of JanSport's DNA.
Photo Credits:
Photographer: Lauren Jones & Ben Raines
