Overview
Ölend wanted backpacks with tech identity, so I built a campaign to prove it.
I led the art direction and video production for Ölend's "Set up your own experience" campaign — a photo series and conceptual video reimagining their new backpack line as gear for real and digital adventures alike.
Creative Direction
Ölend wanted a bolder, tech-inspired identity without losing its urban, lifestyle roots. I built the concept around a video-game-style setup, where the protagonist gears up with Ölend products before heading out — blending game language with real urban exploration.
Mapping the tech themes that shaped the campaign's visual language
Outfit and backpack styling, shot from every angle
Production
I shaped the visual style and shooting plan, prepared references for the outfits and treatment, and directed both the photo shoot and the video production — storyboards through final edit and motion graphics. I also handled photo retouching, working alongside a multidisciplinary team covering photography, cinematography, styling, makeup, hair, and production management.
With the team, I scouted and selected the models, then ran the shoots across every location to keep the aesthetic consistent, frame to frame.
Final campaign imagery: the backpack line shot across looks and angles
Applications
I extended the campaign imagery into a full set of applications — website, social content, and out-of-home concepts — keeping the tech-inspired aesthetic consistent across every touchpoint.
The campaign's tech-inspired look, carried onto the Ölend website
Campaign's social video content
The campaign out in the city
What I Took from It
Ölend was where I learned what directing a shoot actually takes, including building a treatment, briefing a team, and getting a concept from reference boards to a final edit. It also showed me how much a concept depends on the team behind it — photography, styling, hair and makeup, and production, all pulling in the same direction.
