Product Lifestyle Photography
Osprey Packs - Transporter Luggage Series (Bay Area)
Osprey Packs is a core outdoor adventure brand that's been playing in the travel category for a long time. The Transporter series of bags are "made for everything from remote mountains to urban jungles."
As the product line has strayed more into the urban jungle space the brief has adapted, but always with a nod to the adventurous traveler. Shot in San Francisco, Sausalito, and SFO.
Osprey Packs has made steady inroads to the crowded travel and luggage sector. To appeal to an urban and business traveler audience without abandoning their core outdoor adventure appeal (nor indeed the series design that makes their bags definitively more rugged and durable) was a tricky balance. Because of my work in both the outdoors and in the tech-centric urban jungle of San Francisco, the brand approached me to create a series of multi-channel photography campaigns built around an “adventurous traveler.”
We designed wardrobe, cast talent, rented overland vehicles, drove 100s of miles throughout the greater San Francisco, Bay Area, secured permits to shoot inside of SFO international airport, and even chartered a sailboat.
The result is a library of imagery that helped position Osprey Packs as a serious choice for urban use, a gentlemanly nod towards the outdoor and active lifestyles of the target market, and jet fuel to propel Osprey into one of the top spots in the travel bag category.