Category: Personal Accessories
Media: Film
Brand: JanSport
Agency: TEAK
Geo: United States
Advertising Agency: Teak, San Francisco, USA
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
Published: April 2018
Synopsis:
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.