Context

Eastpak has great ambitions for a sustainable future. They want to show the world how they are building a sustainable product lifecycle. We started with an umbrella film concept for Eastpak's environmental efforts. Then followed it up by four 'Responsible Collections' campaigns in the same visual style.

Our role

Campaign concept, Film, Photography, Creative direction.

DNA film

From heritage to future

This is the umbrella film for the ‘Responsible Collections’ and other sustainable ideas to come. It channels their positive awareness and efforts to lower environmental impact. We travel past Eastpak’s heritage to end up at their future ambitions.

SR+

collection

No material is left behind

The SR+ collection makes great use of surplus materials and fabrics. It also subtly refers to the brands’ military heritage. We matched their inventor mindset with a DIY and collage feel in film and photography.

Re-built to

resist

collection

Turning used into unique

Used and guaranteed to be unique. The Re-built to Resist collection uses returned items beyond repair as source materials. Combining two pre-loved pieces ensures a ‘new’ one-of-a-kind bag every time. We visualized the previous lives of the bags and merged them into one image - moving and still.

Responsible

collection

Purity and experiment at its core

Ever heard of backpacks completely made of recycled PET bottles? The Responsible collection translates Eastpak’s sustainable ambitions into truly innovative products. The collection is about purity and experiment, so we mirrored those qualities in film and photography.

Recycled fabrics

Print is not dead

From now on, Eastpak will make all of their printed fabrics completely out of recycled materials. To emphasize the feeling of raw materials and parts, we played with the textured edges of the fabrics and incorporated them into the film. Different fabrics in a collage style showcase their next step in sustainable design.

Recycled parts

Black is the new black

From 2020 on, Eastpak recycles their black components for a more sustainable production process. We’ve used technical drawings and an exploded view of a backpack as a canvas. The laser refers to the cut-out techniques applied by Eastpak.

Resist waste

collection

No such thing as waste

One man's trash is another man's treasure. Eastpak uses leftover fabrics to make two-way color variations for the Resist Waste collection. We used the fabrics as a backdrop to visualize the endless possibilities of this idea in moving and still images.

Credits responsible campaign

Concept development: Strictua 
Directed by: Miquel Steps
D.O.P.: Marijn Vanderheijden
Photography: Jef Claes
Set-design: Justine Verplancke & Julia Aumann
Post-production: Strictua
Gaffer: Joris Peskens