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 several 'Responsible Collections' campaigns in the same visual style.
Campaign concept, Film, Photography, Creative direction.
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.
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.
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.
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.
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.
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.
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
Gaffer: Joris Peskens
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