JanSport | Find Your Freedom
JanSport — Work done at Teak in 2018
Senior Copywriter
Engaged the Gen Z demographic with a new look and a refreshed JanSport campaign.
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Find Your Freedom was my interpretation of the innate desire for escapism and adventure that is typical of youth. Apart from writing the campaign line, I worked with our creative team to concept scenarios for the Find Your Freedom campaign hero video and wrote the lines for the “SuperBreak the _____” construct.
Creative Director: Greg Rowan
Art Director: Montana Mclean
Editor: Colin Russell
Director/DP: Alec Rodriques
Motion: Lauren Konig
Agency: Teak
Kevin has no memory of his life before copywriting. It has been said that he arrived on Earth in a small altoids tin, along with a receipt for sungalasses. However, based on interviews, two weeks of archival research, and machine analysis of the scars and abrasions on his elbows and knees, it can be said with a confidence interval of 95% that before his current life he was for many millenia an amoeba, a wooden spoon, and then a teacup.