THE MOOD
Grounded in Country Road’s 70s heritage, the campaign moves through golden hills, fresh blue skies and the textured, everyday spaces the duffle naturally inhabits. It feels retro and romantic with a cheeky edge, never too polished or self-serious. The duffle is always in motion: seen slung over shoulders, dropped at feet, thrown into car boots and carried through small, familiar moments. The duffle is the quiet thread through every scene. High contrast graphic elements weave into the campaign, creating a shared visual language inspired by old-school travel motifs: simple, bold and a little playful. Nostalgic in tone but youthful in attitude, the world feels warm, familiar and inviting to both loyal customers and a new generation.
THE CAMPAIGN
The duffle is a familiar sight across daily life, from commutes to weekend escapes. That widespread presence is captured in the campaign’s title: As Seen Everywhere.
TIER ONE
Core Storytelling
At this level, the creative leans on simple still life imagery enhanced with bold typographic and graphic elements, establishing a clear and flexible visual language for the campaign. Each execution becomes a quick “as seen…” moment: in a hurry, in the overhead locker, by the pool, at the valet. Pairing a place with a feeling to highlight the versatility of the duffle across different worlds. The system expands naturally across the year, including seasonal editions like “as seen under the tree.”
Web Story
The web execution brings the campaign’s world into an aspirational, everyday context. Presented as a day in motion from morning commutes to long weekend escapes. Each section reveals a selection of duffle styles paired with the moments they’re built for. E-commerce imagery is lifted through strong graphic motifs and typographic storytelling, creating a piece that feels both lifestyle-led and firmly commercial. It reinforces the idea that the duffle is seen everywhere, naturally woven through the rhythm of daily life.
TIER TWO
Creative Extensions
This layer builds on the core vignettes with creative ideas designed to give the campaign its own recognisable motion language. These moments add energy, playfulness and digital relevance without shifting away from the main concept.
TIER THREE
As Seen in The Real World
The influencer layer partners with travel photographers who see the world through movement and landscape. Their eye for light, place and quiet detail allows the duffle to appear naturally within stunning locations, creating content that feels lived-in, aspirational and true to how the bags are used on the move.
JAMES VODICKA
Travel/Lifestyle Photographer, 22.2k followers
With a focus on immersive, location-led storytelling, James Vodicka’s photography feels calm, expansive and distinctly Australian. His ability to capture movement, texture and quiet moments makes him a strong match for bringing the “As Seen Everywhere” idea to life.
NIKOLE RAMSAY
Travel/Lifestyle Photographer, 23.5k followers
Nikole Ramsay’s photography blends sun-washed colour, soft texture and the ease of coastal living. Her ability to capture simple, beautiful moments makes her an ideal collaborator for placing the duffle within relaxed, effortless Australian settings.
MATT CHERUBINO
Travel/Commercial Photographer, 121k followers
With a focus on dynamic, real-world travel and lifestyle imagery, Matt Cherubino brings a calm, grounded aesthetic. His work naturally positions the duffle within authentic journeys and relaxed, everyday movement.
TIER FOUR
In Store Touchpoints
In store, the campaign appears through focused touchpoints that mirror the clean, graphic tone of the hero creative. Digital screens anchor window and pause-point displays, rotating through familiar environments where the duffle shows up. Inside the space, talking cards sit with the bags to reinforce their versatility, and custom swing tags encourage customers to continue the story, sharing their own “as seen” moments once the duffle is out in the world.
Photography and video were shaped using Runway and Firefly AI, with design and motion produced in Illustrator, Photoshop and After Effects. Web layouts were developed in Figma and the project was presented through Squarespace.
I approach generative AI with intention and respect for the creative industry. When used responsibly, it can support concept development and art direction particularly in contexts like this, where traditional production isn’t possible.