Visuals were developed for the launch of the new ICON Lite, a bag that derived from the ICON; the best selling bag Incase has ever produced. Wanting to showcase the bag as a less technical and more lifestyle product, we structured a campaign built on the idea of how little the ICON Lite weighed. Along with stills and lifestyle shots that were used in market, a video was also developed that served as mood setting for the product.
Art Direction, Design, Music Selection