New product launches at Away gave Placeholder new opportunities to contextualize the bags in a larger visual storyline. To highlight their Everywhere Bag, Garment Sleeve and Dopp Kitt, we crafted an airport scene packed with narrative depth. Since each of these products was designed to interact with Away’s flagship suitcase, we focused on the interplay between every person and object in the images. And to show the full range of colors and textures in an authentic way, we created different personas for each of the models that related to their interaction with the product. Every color in the images—clothing, furniture, walls—were considered and muted to better focus on the product.
WHAT WE DID
photographer: Maddalena Arcelloni
video: Prom creative