The previous campaign was all about the concept of “Go anywhere” with the new 4-wheel drive bags,
and was shot in the ramon crater in the desert- here in Israel
The new campaign was more about the durability of this new line of luggage, and the idea that it will help you "Be prepared for anything!"
I came up with the creative where our protagonist is bombarded with lemons from a tree, and yet is prepared with his stylized luggage to protect himself.
When life gives you lemons, make lemonade, or at least shield your head! Check out the Video-
As always, I opted for a small crew and practical effects, shooting Dvir using a softlighter and
A glorious sunrise as a backlight.
After the main shot was created we proceeded to shoot the various lemons, using high tech BBQ sticks
To get them into the various positions. Using an Ipad and Eyefi card I was able to monitor that
everything was going as planned and in the correct place.
I really love the result, combining a fun, surreal and eye catching image with some sexy colorful luggage.
Thanks to Sivan Mor Goldman for the Behind the scenes video!
More From the campaign…
Canon 16-35L (Main image)