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.
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.
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
Gaffer: Joris Peskens
Production: Liza Wolters
Hair & make-up: Vera Dirkx
Model: Sam Heijblom
Music: CUTS - The Dead Beast Returns
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