Lifetime LAB

What it means for bags to last a lifetime


As the name suggests, Lifetime LAB is built to last a lifetime. It promises the same military quality for which the Eastpak brand has become famous.

Our take

We created a commercial and photography concept for Lifetime LAB. With durability and the power to age in mind, we presented them as future relics. Fossils that slowly see the light of day again, as their shell cracks open. We felt that the setting was a key element in this film. So we found a futuristic concrete location as the place where the relics would be found.

Our role

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

We designed a multi-purpose and durable set. A set that could tell the story. Elements of our film set design were later used to present the collection at fairs and other events. The photography was predominantly used as eye-catchers in-store.



Concept development: Strictua 
Directed by: Miquel Steps
D.O.P.: Marijn Vanderheijden

Art-direction: Strictua
Post-production: Strictua
Gaffer: Joris Peskens
Production: Liza Wolters
Hair & make-up: Vera Dirkx
Model: Sam Heijblom
Music: CUTS - The Dead Beast Returns


Selected Works

Eastpak CNNCTCommercial / Photography


Bent for BossShort doc / Commercial

VillaVinCommercial / Photography

Eastpak Responsible collectionsCommercial / Corporate film / Photography

Formani X Piet BoonCorporate film

Bonnefanten MuseumShort docs / Commercials / Animation

Mercedes-BenzCorporate film

Bulang & SonsShort doc / Commercial



IKEAShort doc / Commercial

MosaCorporate film

DOESShort doc / Commercial

Subp YaoMusic video

SchunckCommercial / animation

Ten cCommercial


Gabriel + GuevaraCommercial

NedlinCorporate film

Harry's restaurantCommercial