Halfday’s Vegan Leather Garment Duffel
Campaign direction by myself and my ACD partner Joelyn Dalit, who, early on, zeroed-in on Slim Aarons’ photography for inspiration.
The Problem (TL;DR — Pleasure, not Business)
To make these bags feel special, fashionable, and to showcase a use-case for the Garment Duffel that we don’t typically highlight, we’re downplaying the usual Halfday ‘business trip’ message and leaning into traveling in style as the hero story. The vegan leather bags have fun colors and sleek touch-points, so we want to show them off in a more “vacation-y” context. Perfect for packing a linen suit or sundress so you can enjoy a nice dinner on the Italian Riviera. It’s an aspirational way to travel, heading off to a destination so classy it makes you want to dress up a little. To leave the sweatpants behind and pack the best version of yourself, the version you wish you were 365 days a year.
The Concept:
The Vegan Leather Garment Duffel
A bag for your vacation alter ego
Crafted from sleek and durable vegan leather in a variety of vibrant colors, these bags are made with lavish vacations in mind. The kind with postcard-worthy views and complimentary cocktails at check-in. Classy destinations that make you want to only pack the best version of you — your vacation alter ego.
The you who wears a linen suit to dinner.
The you who says things like, “I’ll be on the veranda.”
The you who reads classic literature by the pool.
The you who puts a robe on after a shower, and likes it.
The you who prefers Barolo to Chianti.
The you who enjoys kicking back in style, because you deserve it.
Campaign Hero Video
Treatment and storyboards by myself and ACD Joelyn Dalit
The best vacations make you want to pack the best version of yourself. And that version of you deserves a better bag.