REVELATION LUGGAGE — DUMB BLONDE DESIGN

'Weightless' campaign

A brand new flagship product, Revelation's lightest ever suitcase 'Weightless' was their lightest & strongest product to date. They asked me to create a concept that would convey the main selling points in a visual way. Aimed at a young market, the campaign needed to be fun & relate-able to the demographic.

I explored the idea of having a case that is so light & tough it could be used carelessly - travelling lightly giving a 'carefree' feeling. The concept I settled on was using young people throwing around the cases to convey the lightness & strength.

I mocked up a rough visual, then set about bringing the concept to life. I worked with a local photographer to audition dancers on a test shoot. I chose 3 for the final shoot, which we shot doing different dance poses whilst holding a small suitcase handle. We wanted 'real' people, not models, so the dancers were the perfect solution. I bought multiple outfits for each of them as options the shoot.

We shot the products at countless different angles so I could comp them with the dancer images more easily, depending on the angle required for the final photos. I then pulled together the 3 completed images with a bit of Photoshop trickery! (as shown).

I also came up with a play on the 'caution heavy' tag that they apply at airports when a suitcase is too heavy. This was applied to the product as an eye-catching piece of POS in the brand colour (lime green) with an exclamation mark which I ran through the collateral. I also created a circular product tag with playful matching content.

Catalogue 2014

The main part of this project was the art direction. It was similar to the Antler catalogue in layout. I came up with fun ways to present the different products on black & white backgrounds for the catalogue. We used models for other products as well as the 'weightless' campaign imagery.

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