Projects ― Art Direction / Design ― Eastpak | Global Brand Campaign #ADDTHESTORY

Eastpak - Global Brand Campaign - #ADDTHESTORY

‘Owning the back’ - A universally simple and flexible creative direction that has driven reappraisal and consideration for a brand with true heritage.

For the first campaign, Eastpak tasked us with creating a new strategic and creative brand platform that would resonate around the world, and elevate its credentials beyond the traditional school backpack by showing the breadth of product on offer.

I developed the brand guidelines and art direction for the global ATL campaign, consisting of well placed OOH, press and digital in key cities. The campaign photographed by Ryan McGinley shows our urban consumer that Eastpak is more than a just a bag to carry your items from A to B.

In addition to the ATL campaign I directed the brand manifesto film, which is now used on their .com site and YouTube channel.

ODD London | Art Direction / Design - Luke Williams | Photography - Ryan McGinley