The Halfday Carry-On Garment Roller
The launch of Halfday’s Garment Roller was probably the biggest campaign of my tenure as Senior Copywriter at Bespoke Post (who owned and operated Halfday and Line of Trade as private-label brands).
My ACD partner and I pitched quite a few concepts before landing on the winner, which was played on the idea of a 2-in-1 bag letting you pack multiple versions of yourself in the same bag. In a nutshell: you contain multitudes, so should your suitcase.
The art direction would lean into a splitscreen motif, with video and photo assets edited to show each model dressed as the two versions of themselves that, with the Garment Roller, they could pack in the same suitcase.
The Carry-On Garment Roller
You’re more than one thing.
Your bag should be, too.
Whether you’re a cyclist and a scientist, a bridesmaid and a rollerblader, or a pickle-ball-loving paleontologist, we’re all more than one thing — your suitcase should be, too. The Garment Roller from Halfday features a built-in garment bag that zips away when not in use, making it (almost) as dynamic as you are. Whether you’re packing a tux or track pants, it rolls easy, fits in most overhead bins, and keeps your wardrobe wrinkle-free.
SECONDARY EMAIL TAGLINE (sent from Bespoke Post)
Lose the excess baggage. The Garment Roller from Halfday lets you pack everything from your suit to your sweats in the same carry-on. No extra fees, weight, or hassle. Just pack it up and keep it rolling.
CATALOGUE WRITE-UP
This wardrobe on wheels marries Halfday's signature hybrid garment bag design with the ease of a roller suitcase. So you don't have to split your personality into multiple bags — suit in one and swim trunks in the other — you can fit your 9am and your 5pm together and roll off to some far-flung locale without extra hassle, fees, or weight on your shoulder. Just pack it up and keep it rolling.
CAMPAIGN HERO VIDEO
My ACD partner and I wrote the treatment and storyboards for the video assets, which included this campaign hero and three follow-up video posts individually focused on each of the three models (surfing businessman, rollerblading bridesmaid, and cycling scientist).