SUMMER
Festival Season
JanSport
The Festival Season campaign shoot for JanSport was a multi-day production at We Belong Here festival in Miami, Florida. The photoshoot was inspired by decades of musical genres and a mix of contemporary and Y2K aesthetics in order to bring the true vibe of festival culture to life. Alongside a vibrant cast, we were proud to have partnered with and featured standout artist, Angrybaby, a globally-renown and beloved House DJ with millions of streams and monthly listeners.
Backed by a remarkable crew, I led and directed this shoot, which included on-location directing, pre- and post-production phases, scouting assistance, editing, and final execution.
Photographer: Ben Sellon
Lead Art Director, Shoot Director, Video, & Editing: Matthew Good
Producer: Hollis Wong-Wear
Brand Manager: Anisah Parks
SUMMER
Festival Season
JanSport
The Festival Season campaign shoot for JanSport was a multi-day production at We Belong Here festival in Miami, Florida. The photoshoot was inspired by decades of musical genres and a mix of contemporary and Y2K aesthetics in order to bring the true vibe of festival culture to life. Alongside a vibrant cast, we were proud to have partnered with and featured standout artist, Angrybaby, a globally-renown and beloved House DJ with millions of streams and monthly listeners.
Backed by a remarkable crew, I led and directed this shoot, which included on-location directing, pre- and post-production phases, scouting assistance, editing, and final execution.
Photographer: Ben Sellon
Lead Art Director, Shoot Director, Video, & Editing: Matthew Good
Producer: Hollis Wong-Wear
Brand Manager: Anisah Parks
Spring
New Color Refresh
JanSport
For JanSport's Spring 2024 seasonal launch, our team produced a multi-day lifestyle shoot in Chicago designed to elevate JanSport's visuals with a bold and youthful edge. The campaign aimed to blend the attitude and grit of city life with the vibrant and authentic personality typically found at JanSport.
As Supporting Art Director & Lead Videographer, I captured all of the lifestyle video footage and produced the seasonal campaign reel. I also developed a range of digital assets for the launch, including email visuals, paid media banners, and social content to extend the campaign across JanSport's multiple channels.
Photography: Alejandro Martinez (Photosophic)
Lead Art Director: Jon Laser
Videography, Photo & Video Editing, AD II, Graphic Design: Matthew Good
Producer: Mimi McCormick
Stylist: Nikki Malloy
autumn
Back to School
JanSport
In 2022, JanSport geared up to launch it's seasonal Back To School campaign. Alongside an all-star creative team, I led and directed this three-day production in Atlanta, which marked a turning point in JanSport's lifestyle storytelling approach. The goal was to portray the authenticity and energy present in youth culture with a brand-right approach typically found at JanSport but mix it with a slightly more editorial, intentional, and fashion-forward mindset.
In post, I paired digital selects with Polaroids shot on location and layered in handwritten testimonials pulled from real customer feedback. The result was a campaign that accrued very high engagement on social platforms and hit the core of JanSport's DNA.
Photography: Lauren Jones
Lead Art Director, Shoot Director & Editing: Matthew Good
CD & Secondary Photography: Ben Raines
AD II: Jon Laser
Producer: Brennah Rosenthal
Spring
New Color Refresh
JanSport
For JanSport's Spring 2024 seasonal launch, our team produced a multi-day lifestyle shoot in Chicago designed to elevate JanSport's visuals with a bold and youthful edge. The campaign aimed to blend the attitude and grit of city life with the vibrant and authentic personality typically found at JanSport.
As Supporting Art Director & Lead Videographer, I captured all of the lifestyle video footage and produced the seasonal campaign reel. I also developed a range of digital assets for the launch, including email visuals, paid media banners, and social content to extend the campaign across JanSport's multiple channels.
Photography: Alejandro Martinez (Photosophic)
Lead Art Director: Jon Laser
Videography, Photo & Video Editing, AD II, Graphic Design: Matthew Good
Producer: Mimi McCormick
Stylist: Nikki Malloy
autumn
Back to School
JanSport
In 2022, JanSport geared up to launch it's seasonal Back To School campaign. Alongside an all-star creative team, I led and directed this three-day production in Atlanta, which marked a turning point in JanSport's lifestyle storytelling approach. The goal was to portray the authenticity and energy present in youth culture with a brand-right approach typically found at JanSport but mix it with a slightly more editorial, intentional, and fashion-forward mindset.
In post, I paired digital selects with Polaroids shot on location and layered in handwritten testimonials pulled from real customer feedback. The result was a campaign that accrued very high engagement on social platforms and hit the core of JanSport's DNA.
Photography: Lauren Jones
Lead Art Director, Shoot Director & Editing: Matthew Good
CD & Secondary Photography: Ben Raines
AD II: Jon Laser
Producer: Brennah Rosenthal
