LAS VEGAS—Carnal Media has launched a campaign for its recently rebranded site JockPack.com “inspired by the visual language and cultural legacy of Jock Magazine,” a Carnal rep said.
The campaign “reinterprets the look and attitude of classic Jock Magazine covers and spreads through a contemporary lens. Models were photographed in imagery designed to bridge generations of gay visual culture while establishing a distinct identity for JockPack,” the rep added. “Long before LGBTQ+ representation entered the mainstream, Jock Magazine gave gay men something that remained difficult to find elsewhere: images of themselves presented with confidence, masculinity and unapologetic desire. For readers without access to visible queer communities, magazines like Jock offered a window into a culture that existed beyond their immediate surroundings.”
The new campaign can be viewed on Instagram.
The campaign was photographed by Gio Caruso, who said his career had a direct connection with the classic publication. “Jock Magazine helped shape how I saw the male form and ultimately influenced my journey behind the camera. Returning to that visual language with JockPack feels incredibly full circle. I’m proud we created something that honors that legacy while making it feel alive for a new generation,” Caruso said.
The relaunch represents a broader evolution for Carnal Media, transforming JockPack into a brand with “a more defined editorial identity, visual language and point of view.”
“Jock Magazine defined an era. It gave a generation of men a mirror to see themselves as bold, unapologetic and undeniably sexy. With JockPack, our team did not simply recreate that legacy. They reimagined its spirit for a new generation with a level of craft and vision that genuinely stopped me in my tracks. I could not be prouder of what we created,” said Alan Breslaw, chief marketing officer at Carnal Media
Carnal CEO LeGrand Wolf added, “JockPack is a success story, and at the center of it is Jason Sparks. Jason brought an extraordinary level of commitment and creative drive to this network from day one. The results speak for themselves, but what they do not show is the effort and passion he invested behind the scenes. That is the kind of talent that defines this company.”
The creative vision behind the relaunch was developed in partnership with queer creative agency THYRST.
“Jock Magazine was never just about hot men. It represented a generation fighting to be seen, represented and treated equally. With JockPack, we’re honoring that history while recognizing that the fight for queer visibility and equality continues today,” said Aneal Joshua, creative director at THYRST.
For more information, visit JockPack.com.