JanSport Highlights Rio de Janeiro in VR and Snapchat Campaign
Apparel and lifestyle brand JanSport and its AOR Teak recently shot the 2016 Live Outside ad campaign in Rio de Janeiro, Brazil. Marking JanSport and Teak’s first inroads in custom content for Snapchat and YouTube’s VR platform “YouTube 360,” the shoot accrued a massive amount of video and still images to be released across JanSport’s digital channels in a variety of forms starting today. The bulk of the content will live on JanSport’s Tumblr page and YouTube channel, the overall creative hubs for Live Outside 2016 & 2015 as well as all other JanSport content.
You can check out this year's first episode below as well as some of the VR components.
Live Outside centers upon the collaboration between distinctive street artists as they come together and meld their styles onto a giant blank wall of a building in the heart of the featured city. After the mural is complete, Teak and JanSport engage the entire community, particularly JanSport’s Gen Z and Millennial audiences, by throwing a party to celebrate the completed artwork. Teak documents the artists and wall progression in every step and stage of the way, gathering seven days of video footage and tens of thousands of photos, shooting everything from concept, through creation, to celebration. With the documentation, Teak then produces a range of content that reflects JanSport’s spirit of freedom, discovery, adventure, and the self-expression of youth culture.
The longer-form content (approx. 2 minutes) on JanSport’s YouTube channel will be five episodic pieces that showcase the artists and their friends as they conceive and execute their visions. Stitched into these videos will be portals to the event’s VR content; 360 degree videos that take the viewer directly to the episode’s location, where the viewer can take in the colors, views, and on-the-ground experience of Rio.
The featured artists this year are Mariana Mats from Sao Paulo, and Mateu Velasco and Nina Moraes from Rio -- each with a unique and ultimately complementary style. Previous Live Outside events have been held in San Francisco, Brooklyn, and Sao Paulo; this year Rio was selected for the 2016 campaign shoot because it is a cultural focal point, not only due to the recent World Cup and upcoming Olympics, but also because it is a blending of old and young, jungle and ocean, and of business and beach culture.
Two additional components of the campaign are set to launch mid-summer: an anthem piece that will serve as a rallying cry for JanSport’s brand, and a longer-format documentary piece chronicling the artists’ perspectives on the wall’s creation and exploring Rio’s culture.
Founded by an enthusiastic surfer and mountain biker, it is in Teak's DNA to partner with and represent the outdoor retail industry of which JanSport is a part. Teak has also worked on campaigns for San Francisco Travel and has recently been named the AOR for SmartWool.
Brand Manager: Anne Soderstrom
VP of Marketing: Ann Daw
Account Manager: Justin Dohms
Creative Director: Greg Rowan
Copywriter: Jonathan Skale
Art Director: Lydia Dunay
Creative Agency: Teak
Project Manager: Jessica Volodarsky
Design Director: Paul Rogers
Director of Account Services: Greg Martinez
Media Agency: MBED
Editor: Jeff Lopus, Jen DeLeon
Post Production / VFX
Producer: Emily Chingburanakit
Director: Greg Rowan
DOP: Jesse Green
Photographer : Kacy Johnson
Producer: Gemma Aron
Production Company: Teak
Category: Clothing/fashion , Sports
Genre: Digital , Documentary , Storytelling