Product Lifestyle Photography
Osprey Packs (Bay Area, California)
Osprey Packs makes bags for every occasion from mountain summits to college quads. The 24/7 series of packs are built for urban commuters and the lifestyle of hard-working students. We cast talent from a group of junior college students in Sonoma County and developed a storytelling structure around a vibrant, playful, urban-centric lifestyle on and off campus. Taking inspiration from Gen Z trends in 90s influenced apparel and aesthetics, I developed a contemporary look that blended natural light and on-camera-flash with both digital and film photography. The imager library drove a multi-channel campaign that launched the product.
Photography & Direction: Kaare Iverson
Production + Casting: Fieldborn Creative
Wardrobe: Lisa Moir
Osprey Packs’ product line continues to grow, reaching into new markets every year. For the launch of their 24/7 pack series, they needed a visual language that spoke authentically to an active urban market while still staying true to their outdoor lifestyle roots.
We filtered a casting pool for talent that fit demographically and had a natural connection to the energy and adventure Osprey Packs is known for. Direction was drawn organically from the lifestyle and lived experience of the talent, allowing for a vibrant creative collaboration on both sides of the camera that depicted how the product moved through the urban space. Over a busy day in Sonoma County, CA, we chased natural light through cafés, courtyards, and campus quads, and commuter trains.
Wardrobe styling grounded the campaign in a contemporary Gen-Z look, which was further supported by the use of on-camera flash, an immersive snapshot POV approach to composition, and a mix of digital and film cameras.