Carry What Matters
CLIENT
Crumpler
PRODUCT / SERVICE
Bags and Backpacks
TARGET AUDIENCE
Young adults aged 18–29, particularly backpackers and university students.
BIG IDEA
Crumpler doesn’t just carry your belongings — it carries your stories, memories and identity.
TAGLINE
Carry What Matters.
MY WORK
For my individual execution, I explored how Crumpler could become part of the experiences people remember.
My final artwork places the viewer inside a rowing experience at sunset, with the Crumpler bag naturally carried along for the journey. The first-person perspective connects the product with adventure, freedom and memory.
I also developed early concepts showing a traveller paddle boarding with a Crumpler bag and a couple travelling together with their bags, exploring different ways the brand could live within real travel experiences.
MY ROLE
Art Direction • Concept Development • Visual Storytelling • Scamping
Created as my individual contribution to a university group project.