After more than three years of research and collaboration with members of the disabled community, JanSport launched its most inclusive product line to date: the Adaptive Collection. I led the creative direction & production for the full visual campaign overseeing concept development, casting, production, lifestyle photography, product content, and campaign assets.

The campaign and product line were featured in Forbes, Seventeen, and Adweek, and within the first month of launch, it had generated over 78 million impressions. The Adaptive Collection was recognized with the Shorty Impact Award for Disability Awareness, marking a milestone in JanSport’s commitment to inclusive storytelling.

Grounded in insights from focus groups and real conversations, our goal was to help normalize the representation of people with disabilities in lifestyle media. The campaign spanned across all of JanSport’s platforms, including social, ecomm, email, in-store, and paid ads.