Context

Eastpak presents the CNNCT collection. A practical and multi-functional collection of bags and travel items, created for the urban professional.

Durable concept

For Eastpak CNNCT, we created a durable visual concept that could be used for multiple campaigns and years. The graphical grid pattern we use as the background refers to the numerous pockets and smart organization system of the bags and luggage.

CNNCT

2020 collection

How bags fit into the urban lifestyle

Our take

Our film and photography concept explores how CNNCT adapts to the needs of users. We approached the CNNCT collection as a persona, thinking and speaking as if they are the urban professional. 

Our role

Campaign concept, Film, Photography, Animation, Creative direction, Casting.

The graphical grid pattern emphasizes functionality but also acts as a background in film and photography. It made the visual output of this campaign consistent and recognizable throughout different media. 

Site-specific installations make a bold statement in the city, creating intriguing images for the Eastpak products.

Using Instagram as the main communication channel, we could tease the target audience into the vibe of the collection before the official release.

Credits CNNCT 2020

Concept development: Strictua
Directed by: Miquel Steps
D.O.P.: Marijn Vanderheijden
Post-production: Strictua
Gaffer: Joris Peskens
Production on set: Liza Wolters
Hair & make-up: Vera Dirkx
Styling: Layna Vercauteren
Music by: Oby Nine
Photography by: Jef Claes
Art-direction: Strictua
Backdrop-design: Atelier Haven

CNNCT

2019 collection

How functionality of bags dedicates their design

Our take

In the campaign films, we focus on the multi-functionality and adaptability of CNNCT. Characteristics of the products play a lead role. We visually refer to the variety of pockets, zippers and compartments, by creating multiple frames in a single composition.

Our role

Campaign concept, Film, Photography, Animation, Creative direction, Casting.

We used Instagram to hint on the multifunctionality. Technical product features were highlighted and teased towards the official release.

Site-specific installations make a bold statement in the city, creating intriguing images for the Eastpak products.

The graphic grid pattern proved a great backdrop for blow-ups and bus wraps. It made the visual output of this campaign consistent and very recognizable in different media. 

The graphical grid pattern emphasizes functionality but also acts as a background in film and photography.

Credits CNNCT 2019

Concept development: Strictua 
Directed by: Miquel Steps
D.O.P.: Marijn Vanderheijden
Art-direction: Strictua
Backdrop-design: Atelier Haven
Post-production: Strictua
Gaffer: Joris Peskens
Hair & make-up: Vera Dirkx
Music: Five Step Path - Space Jam