Cultural Intelligence


I'm thrilled to share that I've recently collaborated with the iconic JanSport!

My partnership with JanSport has a clear mission - we're working together to identify JanSport’s strategic target, refine its cultural positioning, and devise a dynamic ‘Back to School’ connection plan to enhance its cult status.

By blending cultural intelligence with creative innovation, I've developed a range of multimedia canvases that are visually captivating and strategically aligned with the cultural codes of our target audience. But the journey doesn’t end there – I've also teamed up with renowned platforms like Culted and The Face to ensure that JanSport’s story isn’t just told by the brand. Big up Pete Winkworth!

Stay tuned for more updates!