This is Ivar's first video, made in November 2008. Locations include Mill Valley, CA; Kentfield, CA; San Rafael, CA; and the Fillmore Street area of San Francisco's Upper and Lower Pacific Heights. There are five different scenes with stop motion animation showing how the Ivar backpack's internal shelving design works to organize, evenly distribute weight, and how it simply carries your stuff in a more intelligent way.

Ivar, a San Francisco Bay Area based backpack designer and manufacturer, provides a new line of packs based on a patented shelf design, providing ideal weight distribution, comfort, and organization.