Holiday packing, but make it type B. In her all-white Haussmann apartment, our signature Parisian gets distracted mid-pack and starts reimagining her Lipaults as everything but luggage. Her suitcase is Lipault, and so is everything under the tree.
I'm the Brand Image Manager at Lipault Paris, Samsonite's very Parisian luggage brand. My job? Making luggage campaigns people actually want to look at.
Since joining, I've given the brand a fresh direction, a new voice and a lot more personality. Luggage is usually an afterthought, so I made it the main fashion statement. Paris is easy to turn into a cliché, so I showed it differently, always with a whimsical twist. And to reach a new generation, I made the brand feel younger, with imagery made for social media.
My role covers the full picture: campaign concepts, creative direction, production across budgets, crews and agencies, copywriting that shapes the brand voice, plus the brand image guidelines that keep everything consistent.
The trick is always the same: show how well the products work, without ever taking ourselves too seriously. Seriously functional. Seriously unserious.
The holidays are over, but nobody told him. He’s back at his desk, or is it a Parisian café table?
Suit jacket, shorts and three ties: clearly not fully awake yet. His backpack, at least, is ready for work: light, functional, water-resistant and in every color.
A brand film with a whimsical twist. We wanted to showcase our savoir-faire, but honestly, who cares? What we all want to know is what our luggage can do. So we made three films, one per product pillar:
A snobby Parisian escapes to the countryside for a long weekend, out of her element and with nothing planned. So she invents her own version of country life, turning the garden into an imaginary farm where Lipault becomes part of the fantasy.
My first Christmas at Lipault, with a brief to skip the clichés, both Christmas and Parisian. So I took a snobby Parisian out of Paris. She heads to the provinces to spend Christmas with her family, in full fashion-week mode and wearing her I ♥ Paris tee, just in case anyone forgets where she’s from.
The car is packed with gifts. All Lipault, of course: her family could use the style.
The launch of Lipault’s professional collection, for those who care more about their work outfit than their actual work. The boss is out of office, and in a very serious office, nobody is working. Officecore styling, unserious corporate life, and a team far too distracted by their Lipaults to do anything else.
The launch of the new Saint Germain backpack, with a brief to position it as a hybrid essential for the modern man. So the city came into a beige studio: zebra crossings, street benches and a bicycle. Shot by bike, by skate and on foot, the campaign follows one backpack from one destination to the next, with outfit changes to show its versatility.
Meet The Trunk, Lipault’s newest and biggest addition. Shot like a sculpture and lit to reveal every detail, with low angles for stature and close-ups for craftsmanship. Sleek, premium and impossible to ignore.
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