Overview
JanSport partnered with Disney and Pixar to launch a limited-edition Incredibles 2 collection, timed with the film’s summer release. The goal was to create a high-energy, cross-channel campaign that capitalized on the film’s momentum while driving back-to-school demand.
The Challenge
The campaign needed to stand out during a highly competitive, blockbuster release window while staying true to both JanSport and Disney brand standards. The challenge was creating a cohesive visual system that could unify multiple products, characters, and touchpoints, from digital marketing to in-store experiences, while maintaining clarity and impact.
Approach
We collaborated to develop a mid-century modern design direction that aligned with the film’s aesthetic while complementing the product, using bold color, clean geometry, and character-driven graphics. I designed packaging and hangtags as key storytelling elements, creating strong visual moments at retail that highlighted the characters and reinforced the collection’s look and feel. This extended across email, web, and social assets, building a cohesive system that carried the campaign from online engagement to in-store conversion.
Outcome
The campaign launched alongside the film and drove strong visibility across digital and retail. High demand during back-to-school led to the collection selling out within months, reinforcing the strength of the campaign and product execution.
