JANSPORT - BTS 2023
For Jansport’s 2023 Back To School season, we interviewed real Gen-Z’ers and captured authentic stories about friendship, loyalty, individuality, and the ups and downs of growing up in today’s world. We took our favorite recounts as inspiration, and produced them into perfect recreations of the original stories.
We also partnered with Gen-Z influencers and asked them the same questions we asked our general Gen-Z audiences: who are your friends? What are some of your best memories with your friends? What has been tough about this chapter of life?
Having a collection of unified, Gen-Z voices talk about life in real, down-to-earth ways only highlighted the red thread that carries them all through life: their “pack” – their people.
PRODUCER (AGENCY, LINE, POST): Mimi McCormick
DIRECTOR, DP, EDITOR, WRITER: Micah Dudash
CREATIVE DIRECTOR, DESIGN: Drew Smith
CREATIVE DIRECTOR, COPY: Peter Knerim
PHOTOGRAPHER: Alden Bonecutter
STUDIO PHOTOGRAPHER: John S. Miller
STUDIO DESIGNER/STYLIST: Taryn Kealani
STUDIO STYLIST ASSIST: Victor Won
GAFFER: Mary Jeanes
SWING: Juan Ordonez
WARDOBE: Nikki Malloy
WARDROBE ASSIST: Gaia Orr
PROPS MASTER: Jessica Jeanne
H/MU: Nyla Nasser, Shilo Golde
MUSIC COMPOSITION/SFX/MIX: Coupe Studios
CREW:
BACK TO SCHOOL
We knew that the most important thing was to represent the Gen-Z audience as authentically as possible. So, we decided to find true stories from real Gen-Z’ers, and created a campaign based on those conversations, those recounts.
We reverse engineered each story (scripts, talent etc.) into bits of UGC-style content. All of it was shot on iPhone, a lot of it by the talent themselves, and the rest by our very own Director.
