Break The Future.

Gregory Packs: Jawbreaker
Creative Direction / Film / Photography / Digital

The Ask

Launch Gregory’s Jawbreaker collection across Asian markets, where the brand has a strong streetwear presence. Connect its oversized design and everyday functionality with a younger generation of creators.

Our Approach

We cast a real skateboarder, BMX rider and breakdancer, not models playing the part. We followed them through the city as they created their own content, weaving their individual stories into a series of films and photographs that put Jawbreaker in the middle of the action.

The Output

A colorful, high-energy campaign that gave Jawbreaker a personality of its own. Three distinct stories intertwined to create a launch that felt as spontaneous, creative and individual as the people carrying the bags.

Gregory Jawbreaker campaign, skateboarder in motion against a rust-colored wall
Gregory Jawbreaker campaign photographyGregory Jawbreaker campaign photography
Gregory Jawbreaker campaign photographyGregory Jawbreaker campaign photography
Jawbreaker breaking campaign, dancer in motion beside the cornflower-blue backpackJawbreaker backpack worn by dancer in the city
Gregory Jawbreaker campaign photographyThree friends with Gregory Jawbreaker backpacks and a BMX bike hanging out on neighborhood steps
Gregory Jawbreaker digital campaign shown across a desktop monitor and two phone mockups