JanSport Adaptive Collection Launch

With more than three years of research and product development working alongside the disabled community, JanSport launched its most important product line ever: The Adaptive Collection. It was my privilege to lead and direct the visual marketing campaign for this award-winning collection alongside a talented team of collaborators. After learning from focus groups & people with disabilities around the U.S., we quickly realized the campaign's main purpose had to help normalize disabilities within our society and provide an authentic and long overdue representation to this thriving community.

Our team built all visual touch points across our broad digital channels, and I directly led the main campaign videos, lifestyle imagery, product videos, and product photography, while overseeing the creation of digital ads, landing page, & emails. Upon launch, we received an outpouring of appreciation from the community and major, organic PR spots from outlets, such as Forbes and Seventeen.

Videographer: Chris Freiboth (AgeClass)

Photographer: Alejandro Martinez (Photosophic)