JanSport · Vila Madalena · São Paulo
To close JanSport's global activation cycle, we brought "Live Outside" to the heart of Vila Madalena, São Paulo. The challenge was to create an experience that went beyond the brand and became a legitimate cultural event in the city's most artistic neighborhood.
Our curation sparked an unprecedented meeting between two close friends and icons of the scene: Nove and Arlin. While the duo transformed an iconic facade into a geometric and organic work, the event came alive with a live set by Boogarins.
The result was an extremely rich content ecosystem that captured the essence of JanSport — freedom, music, and art — in its most vibrant and joyful form. All documented in a 6-episode web series.
At Live Outside SP, work became fun because the curation was done with authenticity. We united two artist friends and one of Brazil's most creative bands to show that, for JanSport, the street is where everything happece.
