After four years focused solely on our hero Capsule system, we introduced our first-ever bag: the Parcel. This launch marked a pivotal expansion for the brand into a new category, aimed at driving both product innovation and sales.
With a tight budget and an emphasis on functionality, we kept the creative direction pared-back but highly aesthetic: clean, beautiful, and product-first. The campaign rolled out across studio photography, UGC, PDP, paid ads, email, and homepage assets, all crafted to highlight the versatility and design of our newest product. The launch imagery went on to perform across top-performing paid and organic channels for 6+ months and is still used as a creative benchmark for future campaigns.
Photographers: Sam Bruno
Videographers: Sam Bruno
Producers: Sam Bruno
Creative Direction: Steph Hon, Sam Bruno
Prop Styling: Sam Bruno
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Led creative direction and execution for Parcel’s launch, shaping visual strategy to balance functionality and minimal beauty.
Produced and photographed the full studio campaign solo, handling photography, prop styling, post-production, and PDP/web uploads end-to-end.
Partnered with marketing, web, and a 3D artist to build out assets across homepage, email, and social channels.
Directed UGC strategy and coordinated with external creators to deliver content for social, email, and web use.
Executed a high-quality launch under a limited budget by keeping production lean and hands-on.
Created evergreen assets that drove performance across paid and organic channels for over 6 months and remain a creative reference point for future brand work.
