Designers Against Aids

How bags turn into art


Every year Eastpak challenges 12 upcoming and established designers for a good cause. The challenge: turn the iconic Padded Pak’r Backpack into a piece of art. The pieces are then auctioned and the proceeds are donated to Designers Against Aids.

Our take

We produced 15 moving images for the Artist Studio Collection. By putting all pieces on pedestals we treat them for what they are, one-of-a-kind artworks. Simple, elegant movements show the unique features of the bags. The background color and shades match the character of the art piece.

Our role

Campaign concept, Film, Photography, Creative direction.

Website integration


Agency: Initials LA
Concept development: Strictua
Director:  Miquel Steps
D.O.P.: Marijn Vanderheijden
Art-direction: Rob Truijen
Post-production: Strictua
Gaffer: Dennis De Pijper
Webdesign: Mr. Henry

Selected Works


Bent for BossBranded documentary

Formani X Piet BoonBranded content

Eastpak CNNCTCommercial

IKEABranded documentary

Mercedes-BenzCorporate film

Bonnefanten MuseumCommercial

DOESBranded documentary


Bulang & SonsBranded content


Gabriel + GuevaraCommercial

NedlinCorporate film

Harry's restaurantCommercial

Subp YaoMusic video

Marie-Stella-MarisBranded documentary

Eastpak LABCommercial