Ölend
Photo & Video Campaign
Ölend is a Barcelona-based brand known for functional, stylish backpacks and accessories. With their new line, the brand wanted to explore a fresh tech-inspired identity and connect with a generation that blends real life with digital culture.
Industry: Fashion, Lifestyle.
Overview
A photographic campaign and a conceptual video based on the tagline Set up your own experience. The campaign merged the language of video games and urban exploration, positioning Ölend’s new products as essential gear for both real and digital adventures.
Challenge
Ölend wanted to refresh its image by embracing a futuristic, tech-inspired direction—without losing its urban and lifestyle roots. The task was to create a campaign that felt experimental, bold, and aligned with their audience’s everyday adventures.
Solution
A full campaign was developed for Ölend’s tech-inspired product line. The concept centered on a video game–style setup, where the protagonist prepares for their journey with Ölend backpacks and accessories as essential gear.
Production
The campaign was built around both photo and video production, which meant handling multiple layers of complexity. We scouted and selected models, designed the overall visual style, and organized the shoots to capture Ölend’s new product line in a consistent, tech-inspired aesthetic.
I prepared visual references for the the overall visual style and the outfits, and the stylist translated these into final looks, keeping everything aligned with the campaign’s futuristic direction and the products themselves.
Applications
We extended the produced imagery into a full set of applications — website, social content, and out-of-home concepts — ensuring the tech-inspired aesthetic stayed consistent across all touchpoints.
My Role & Team
I contributed to the art direction, shaping the visual concept and overall aesthetic. I created the shooting plan and references, directed the treatment, and handled photo retouching to ensure the final imagery reflected the tech-inspired vision.
I also directed the video production, preparing references, storyboards, and guidelines for how scenes should be captured. In addition, I was responsible for video editing and motion graphics, making animation a central part of the storytelling and bringing the campaign’s video game-inspired concept to life.
The project was supported by a multidisciplinary team covering photography, cinematography, styling, makeup, hair, and production management.
