JanSport | SuperBreak
JanSport - work done at Teak in 2017
Senior Copywriter
SuperBreak the Collection
This project consisted of creating a print and video ad campaign that reintroduced the classic SuperBreak.
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The SuperBreak’s design has earned worldwide acclaim, MOMA recognition and true icon status—by simply being the perfect everyday backpack. To almost everyone in the world, SuperBreak IS backpack. They’re synonymous. But this success brings with it a catch-22: how can we reintroduce and redefine an icon for modern consumers, who are often reminded only of their childhood?
SuperBreak the Warranty
SuperBreak the Pack
SuperBreak the Pack
For a universal icon, almost no one knows the name SuperBreak. This realization spawned an idea that became the core of our messaging campaign. For our print and digital ads, we turned SuperBreak into a verb that lives in the most important moments in our lives. Kinda like our backpacks.
Our campaign even got some good buzz on Variety.
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.