JanSport tapped their longtime AOR, San Francisco-based Teak, to cast 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. Hatchet finds its protagonist dominating the city landscape, exercising his freedom to go anywhere and do anything.
Film advertisement created by TEAK, United States for JanSport, within the category: Personal Accessories.
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
Editors: Colin Russell, Alec Rodriques
Photographer: Andrew Reilly
Animator: Lauren Konig
DoP: Alec Rodriques
Producer: Brett Miller
Project Manager: Lea Hamilton
Account Director: Greg Martinez