Overview
problem
Samsonite is a massive global brand that needs to constantly innovate to stay competitive. They are constantly creating new bags with materials that make them more durable, usable and eco friendly – but they need to get the word out.
solution
At Connelly Partners, my Creative Director came up with the campaign We Carry The World and it was my job to create micro-sites, social content and product demos that showed off the innovative features of the bags while staying true to the campaign direction.
Micro Site
This was a great chance for me to create a campaign within a campaign. The Eco Bag product line was launched under my creative direction and the micro site allowed me to show off my design and UX expertise.
Studio Photography
Working with a professional photographer in the studio, I art directed the photos we took so that we could get both wide hero shots of the entire product line as well as detail shots that show off the smaller innovations the brand worked so hard to produce.
Lifestyle Photography
Now behind the camera, I hit the streets of Boston with some of my colleagues, put them in a nice outfit and started taking photos to show off the bag in a lifestyle environment. These shots helped add life and humanity to the standard studio shots without adding to our production budget.
Lifestyle Shoots
Some of my favorite days working on this account involved grabbing my camera, a coworker (who just so happened to get a haircut) and whatever newest bag had been sent our way. We’d hit the streets and capture photo sets that would be used throughout the bag’s campaign. These shoots were like a cherry on top for our clients, who wanted to stretch their creative output but not their budgets.
