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
Directed by: Miquel Steps
D.O.P.: Marijn Vanderheijden
Art direction: Rob Truijen
Post-production: Strictua
Gaffer: Dennis De Pijper
Webdesign: Mr. Henry

Selected Works

Eastpak CNNCTCommercial / Photography


Eastpak Responsible collectionsCommercial / Corporate film / Photography

Bent for BossShort doc / Commercial

Soft BitesCommercial

Ten cCommercial

Bonnefanten MuseumShort docs / Commercials / Animation

Formani X Piet BoonCorporate film

Eastpak DurabiltyCommercial / Photography

VillaVinCommercial / Photography

IKEAShort doc / Commercial

Gabriel + GuevaraCommercial

Mercedes-BenzCorporate film


Nedlin - HealthcareCorporate film

DOESShort doc / Commercial

SchunckCommercial / animation

Subp YaoMusic video

Eastpak LABCommercial / Photography

NedlinCorporate film


Bulang & SonsShort doc / Commercial

Boels ZandersCommercial