OBJECTIVE The objective was to explore different applications for a new product roll out and execute material across all platforms. The goal was to communicate through three touch points: awareness, engagement, and conversion. (This was a mentorship project with Arc'teryx in University)
CONCEPT The tagline I thought of for this project was "Backpacks that carries you", The purpose of the theme was to tell the personal story of the traveller, through the items they carry with them. The imagery speaks to the individual personality of each traveller and that there are no limitations to what it can carry, thus this backpack would be the perfect travel bag to purchase for any individual. The in-store display uses live objects used in the photograph sandwiched between glass and carpet. The purpose of this is to make the 2D graphic images come to life and visualize the travel experience in a real world.