year2026
industryfashion
- campaign
the challenge
For the launch of O My Bag Amsterdam’s SS26 collection, an abroad shoot was briefed. Marking the brand's first campaign shoot in Ibiza, the brief called for a versatile library of photography and video that moved beyond traditional product imagery, using storytelling to present the bags in authentic, everyday settings while supporting the brand across social media, digital campaigns and e-commerce throughout the season.
process
The creative process balanced contemporary content trends with O My Bag's timeless aesthetic. Styling, storytelling and cinematography drew inspiration from current social-first formats while remaining refined enough to resonate with the brand's wider audience. Narrative-driven concepts, including moments of light-hearted comedy, were developed to create content that felt engaging across social media while providing a versatile campaign that translated seamlessly across digital, retail and print.
strategy
The campaign centred on positioning the bags as an essential part of everyday summer life. Rather than simply showcasing the collection, the creative direction personified each bag as a trusted companion - always by your side, whether travelling, exploring or meeting friends. By placing the products in familiar, relatable moments, the campaign encouraged audiences to see the bags as pieces that naturally belonged in their own routines. The campaign was designed to translate across multiple touchpoints, including large-scale print displayed on advertising columns throughout Amsterdam, creating a consistent brand presence in both digital and physical spaces.
delivery
Responsible for the art direction and styling, a visual language that balanced editorial aesthetics with natural, everyday moments was developed. Shot across Ibiza's town, beaches and a private villa, each location was carefully selected to give the collection a distinct atmosphere, allowing individual bags to feel at home in different lifestyles and occasions. This location-led approach created a varied content library while strengthening the storytelling behind the collection. The campaign was designed with versatility in mind, producing both still photography and video that could be adapted across social media, digital campaigns and e-commerce. By giving each bag its own character through styling, casting and environment, the collection felt more personal and relatable, resulting in a flexible body of content that extends well beyond a single seasonal launch.
