The Pick Your Vibe Campaign pushed JanSport’s visual identity into a more fashion-forward space, spotlighting color stories and the diverse sub-genres within our audience, especially during the peak Back-To-School shopping period.

I led the campaign from concept through post-production, including art direction, studio production, style guide development, and digital assets across all platforms.

We brought models into a studio environment purposefully keeping set elements in frame to add personality and grit. Bold color grids, dramatic lighting, and energetic poses created dynamic visuals that felt new for the brand.

In addition, we built product focused assets with stark lighting and elevated placement within a grid-style layout to support our vendors and consumer needs. The visual aesthetic and poignant shopping experience led to the most profitable day in JanSport.com's history.