When you want to grow a category and you want to launch it in a strong way you have to let the product do the talking. With this campaign we wanted to drive it through product creative. Focusing on the details and the strength go the product. We achieved this through a stealth and sleek look from the guys at Bolder Creative. At the shoot it was all in the preparation and constructing the frames to fit perfectly to the bags. The light effects added in post. The outcome a really strong creative to launch a premium product.