As Sr. Art Director for JanSport, I've directed in-studio & lifestyle photoshoots and created an array of marketing assets ranging from seasonal campaigns, e-commerce promotions, event collateral, and more.
Spring 2024 Feature Video
JanSport prepared to launch its seasonal campaign for spring 2024. Our team planned this major shoot in Chicago to showcase a fun, energetic, and edgy aesthetic and to go bigger than ever before. This feature video supports the personality of the brand and all those that brought it to life: authentic and vibrant.
My role within this particular campaign was to support the creative direction & planning but also to serve as the on-location videographer & editor. I filmed and edited all lifestyle video content and created the feature video for the season.
Pick Your Vibe 2022
This shoot is a refresh to JanSport's color stories for the Back To School season. I wanted to push the boundaries of what the brand had done in the past and touch on a more fashion-centric vibe along with showcasing the sub-genres of personas in our demographics. Bringing the models into studio and keeping studio elements in frame provides a sense of realness and personality. The attitude from the talent, the strong pop color, and the motion in poses creates an energy that is fresh for JanSport.
Photography: Jess Kugler (New West Photography)
Adaptive Collection
With more than three years of research and product development working alongside the disabled community, JanSport launched its most important product line ever: The Adaptive Collection. It was my privilege to lead and direct the visual marketing campaign for this award-winning collection alongside a talented team of collaborators. After learning from focus groups & people with disabilities around the U.S., we quickly realized the campaign's main purpose had to help normalize disabilities within our society and provide an authentic and long overdue representation to this thriving community.
Our team built all visual touch points across our broad digital channels, and I directly led the main campaign videos, lifestyle imagery, product videos, and product photography, while overseeing the creation of digital ads, landing page, & emails. Upon launch, we received an outpouring of appreciation from the community and major, organic PR spots from outlets, such as Forbes and Seventeen.
Videographer: Chris Freiboth (AgeClass)
Photographer: Alejandro Martinez (Photosophic)
JanSport x Stranger Things
With the launch of Netflix's Stranger Things season 4, JanSport collaborated with Netflix to develop a product line completely inspired by the show even featuring a heritage JanSport pack originally produced in 1986. Alongside of the creative team, I led and collaborated on several marketing initiatives inspired by the events in Hawkins and specific nods to season 4. The campaign was immensely successful with all of our product selling out within a matter of weeks!
The first two assets were fully composited and designed by me, while the bottom two images were shot within our studio led, directed by myself and my counterpart, Jon Laser, along with set building and lighting.
Pick Your Vibe 2023
The revamp of JanSport's Pick Your Vibe campaign focused on the large breadth of color across the brand's icons. Taking a more dramatic lighting approach and narrowing the subject, we were able to allow our products and the color grid to shine and become the catalyst for sell-through within the Back to School season. The visual aesthetic and poignant shopping experience led to the most profitable day in JanSport.com's history!
I led this campaign from concept, studio production, art direction, post-production, including the development of a thorough style guide and initial digital assets across all platforms.
Photography: Jess Kugler (New West Photography)
Fall '22 Collection
A seasonal shoot to lean into fun late summer and fall aesthetic and to highlight JanSport icons. The goal in this shoot was to show individuality and personality along with the nostalgic feeling of being with friends. I served as the Sr. Art Director on this shoot.
Photography: Lauren Jones
Studio Work
Outside of collection shoots, I've directed many other studio shoots to refresh JanSport's mainstay packs, such as animated stop-motion GIFs for our lunch bags, giving personalities to our larger packs, as well as pushing color trends on our icon silhouettes.
Various Photography: Jess Kugler (New West Photography), David Troyer (Troyer Images), Sandbox Studio, JanSport Creative Team
Spring Break Travel
This shoot supported our seasonal 2022 Spring Break Travel initiative. The lifestyle shoot's particular objective was to show solo travel with a mixture of product-focused and fun image sets. The studio imagery balances the lifestyle efforts with clean prop knolling and showing a wide range of JanSport travel packs.
I served as Art Director & Photographer on this shoot.
Fall '21 Collection
A seasonal shoot to lean into fall and winter aesthetic and to highlight JanSport icons. I served as the Art Director on this shoot.
Photography: Lauren Jones
Urban Ascent Collection
These bags vary from the hands-free carry to a multi-faceted hiking pack. With premium materials and hits of suede, the collection is for the fashion-forward consumer. For this lifestyle shoot, we wanted to give a natural setting with a grittier backdrop to juxtapose the collection's silhouettes.
"Give Color" Holiday 2018 Campaign - JanSport
This concept was one of the main campaigns during JanSport's 2018 holiday event during the month of December. The concept showcases JanSports most iconic pack, the SuperBreak, in a variety of colors. The snow angel around the pack ties to the holiday season, while the animation creates instant engagement. I was able to see this project from start to finish, including concepting, photoshoot direction, and post-production.