Eastpak

Lifetime LAB

What it means for bags to last a lifetime

Context

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.

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Credits

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

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Selected Works

Eastpak CNNCTCommercial / Photography

VillaVinCommercial / Photography

SWETTCommercial

Bent for BossShort doc / Commercial

Bonnefanten MuseumShort docs / Commercials / Animation

Formani X Piet BoonCorporate film

Mercedes-BenzCorporate film

Bulang & SonsShort doc / Commercial

TEDxCommercial

InLimburgCommercial

IKEAShort doc / Commercial

MosaCorporate film

DOESShort doc / Commercial

Subp YaoMusic video

SchunckCommercial / animation

Ten cCommercial

Harry's restaurantCommercial

LibelleCommercial

Gabriel + GuevaraCommercial

NedlinCorporate film