0:00farmer kneeling medium shot
A medium shot of a man kneeling in a vast, freshly tilled brown field under bright daylight. The camera is positioned slightly low, looking up at the man. His body is angled slightly to the left, with his right knee on the ground and his left leg bent, foot flat on the soil. He holds a small, dark tool in his right hand, resting it on the ground. The background consists of more tilled earth, stretching into a slightly blurred horizon, indicating a wide-open agricultural space. The lighting is natural and bright, coming from above, casting soft, subtle shadows that define the textures of the soil and his clothing. The overall color palette is dominated by warm, rich browns of the soil and the cool blues of his denim attire, creating an earthy and grounded atmosphere. Subtitles appear at the bottom in white text: "At JanSport, we're worried about climate change."
0:03farmer close up speaking
A close-up shot of the man's face and upper torso, framed from the chest up. The background is a highly blurred expanse of the tilled brown field, maintaining a shallow depth of field, which emphasizes the man. The man looks directly into the camera with a direct, earnest gaze, his facial expression shifting from serious to slightly resigned or cynical as he speaks. Bright, natural light illuminates his face from the front-right, highlighting the textures of his beard and hair, and creating subtle shadows that define his facial features. The color palette remains consistent with earthy browns and the blues of his denim. Subtitles at the bottom read: "But we don't need another ad with a farmer saying 'We're at a crossroads'." followed by the spoken line "We're at a crossroads." and then a new subtitle "But I'm not actually a farmer."
0:06animated backpacks clouds
An animated scene featuring five JanSport backpacks floating leisurely amidst a backdrop of fluffy white cumulus clouds against a bright, clear blue sky. The backpacks are in various colors and styles: a dark red one with a brown patch on the upper left, a light yellow, an olive green, a pale green, and a grey one. They are arranged in a dynamic composition, with two in the upper frame (red and yellow), one in the mid-right (olive green), and two in the lower frame (pale green and grey), creating a sense of depth. The lighting is bright and ethereal, suggesting an open, serene sky. The overall color palette is dominated by the light blues and whites of the sky and clouds, contrasted with the vibrant and muted tones of the backpacks. Large white sans-serif text appears in the center: "8/10 styles* made with 100% RECYCLED MAIN BODY FABRIC**" with smaller asterisk disclaimers below the main text. Subtitles appear at the bottom: "We just need to do stuff, like use recycled materials."
0:10jansport logo clouds
A full-screen display of the JanSport logo set against the same background of fluffy white cumulus clouds and a bright, clear blue sky. The logo is a dark blue rectangular patch with a distinct stitched white border, featuring the word "JANSPORT" in bold white capital letters. It is centrally positioned in the frame, commanding attention. Below the logo, white sans-serif text appears, reading: "ESTABLISHED IN 1967. MADE FOR 2050." The lighting remains bright and consistent with the previous animated scene, giving the logo a clean and prominent appearance. The color palette is dominated by the light blues and whites of the sky, with the strong, contrasting dark blue and white of the brand logo and text.
0:12farmer close up final line
A close-up shot of the same man's face and upper torso, framed from the chest up, returning to the tilled brown field setting. The background is a highly blurred expanse of the field, maintaining a shallow depth of field, bringing full focus to the man. The man looks directly into the camera with a slightly strained, questioning expression, his eyebrows furrowed, indicating a mild exasperation or uncertainty. Bright, natural light continues to illuminate his face from the front-right, emphasizing the textures of his beard and hair. The color palette remains consistent with earthy browns of the blurred background and the blues of his denim shirt. Subtitles at the bottom read: "Do you still want me to say the line?"
