Overview
The JanSport Bonfire Sessions were a nationwide series of secret outdoor concerts designed to reconnect young people with nature while staying rooted in urban music culture. Hosted in cities across North America, the events combined live music, bonfires, and community into a unique, invite-only experience.
The Challenge
JanSport needed to bridge its urban culture roots with an outdoor experience in a way that felt authentic, not overly branded. The challenge was creating a visual system that could flex across multiple cities and touchpoints, while capturing the raw energy of live music and making each event feel unique, local, and discoverable.
Approach
I helped bring the campaign to life across digital and physical touchpoints, using a raw, lifestyle-driven aesthetic that captured the spontaneity of the experience. I designed limited-edition silk-screen posters and event visuals that gave each city its own identity while staying cohesive to the overall campaign. I also art directed lifestyle photography and supported video shoots, capturing real moments from the journey to the event itself. The work extended across teaser web, social, and on-site design, creating a seamless path from discovery to experience while integrating product naturally into the environment..
Outcome
The Bonfire Sessions created a strong cultural connection between JanSport and its audience, blending music, community, and outdoor exploration into a memorable brand experience. The campaign generated high engagement across social and digital channels while producing a rich library of lifestyle content that extended into future seasonal campaigns.
