COMMERCIAL WORK

Rotting - Jansport
Impossible Studios Inc.

Shortlist

Title of Piece:	Rotting
Client/Brand:	Jansport
Production Company:	Impossible Studios Inc.
Director(s):	Parker Seaman
Producer(s):	Adrian Cheung
Agency:	Party Land
DoP:	Devin Karringten
Instagram Tag:	@jansport @partylandla @impossiblestudiosinc @zrkmarco @parkseaman @devink_film @picturelocked @evoy.tr @zachnoftall @milocasting @mophonics @raremedium.tv
Short Synopsis:	What if your JanSport could talk? What if it could sing? This campaign turns the iconic backpack into a lovably twisted narrator — a deadpan antihero with a puppet-mouth and a power ballad for every emotional spiral you’ve ever had in a hallway, dorm, or parking lot. Told entirely from the POV of a backpack who’s seen it all — bug attacks, breakups, bathroom stalls — each film is a bite-sized musical meltdown, featuring genre-bending original songs and surprisingly expressive, handcrafted puppetry. There’s no polish, no filter, no CGI — just real backpacks, raw vocals, and melodrama that feels weirdly relatable. Because JanSport isn’t pretending to be anything it’s not. It’s just always there — devoted, unhinged, and honest. This campaign builds on a proven insight: Gen Z doesn’t want ads. They want content that feels chaotic, funny, and accidentally deep. That’s why we embraced imperfection — casting untrained vocalists, shooting everything practically, and letting the backpacks overshare just like their owners do online. These bags don’t list product features. They live them. Loudly. Each spot is built for short-form, digital-first platforms like TikTok and YouTube, using comedy and music to cut through the scroll. But behind the absurdity is a genuine emotional core — an ode to the unthanked, overstuffed, ride-or-die bag that’s been with you through it all. Funny, weird, and full of heart, “Always With You” cements JanSport’s place in Gen Z culture — not as an aspirational lifestyle brand, but as a loyal sidekick who just wants to sing you through the chaos.