BRIGGS & RILEY

LUGGAGE & TRAVEL ACCESSORIES BRAND

THE ART OF TRAVEL CAMPAIGN

Challenge
Elevate Briggs & Riley’s brand positioning from functional travelware to a high-fashion lifestyle authority. The objective was to execute an ambitious, multi-collection campaign featuring two models and a high volume of product in a single production day, all while maintaining a sophisticated, editorial aesthetic.

Strategy
I conceptualized the “Art of Travel” narrative, moving away from traditional travel conventions in favor of a high-fashion, cinematic story set in the Hollywood Hills.

  • Production Excellence: I strategically sourced a versatile residential location that provided diverse interior and exterior vignettes, allowing us to capture multiple collections (Business, Leisure, and Evening) in one day.

  • Fiscal Responsibility: By leveraging my bi-coastal production networks in NY and LA, I eliminated travel and accommodation expenses for the crew, maximizing the client’s budget for high-end styling and talent.

  • Creative Direction: I led the full creative lifecycle—from initial mood boarding and location scouting to directing the on-set still and video teams. Post-production, I personally edited the footage and art directed a suite of high-impact MP4s and print assets.

Result
Delivered a massive library of cohesive assets—including website features, luxury brochures, store signage, emails, digital ads and social campaigns—that resonated throughout the entire fiscal year. The campaign was a commercial success, repositioning the brand as a leader in “The Art of Travel” for a modern, fashion-conscious demographic.

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VIDEO CREATED FROM STILL ABOVE WITH GENERATIVE AI

VIDEO CREATED FROM STILL ABOVE WITH GENERATIVE AI

BRIGGS & RILEY: 30TH ANNIVERSARY CAMPAIGN

Challenge
Commemorate Briggs & Riley’s 30-year legacy by bridging the brand’s heritage with a modern, lifestyle-focused narrative. The goal was to create a cohesive visual identity for the anniversary that could be integrated across all existing product collections while driving both brand sentiment and retail sales.

Strategy
I conceptualized the “Celebration of a Life Well Lived” campaign, merging the brand’s “Art of Travel” ethos with a narrative of connection and milestone moments.

  • Creative Direction: Directed a high-production Fall shoot on location in Connecticut. I curated a “colorful yet sophisticated” aesthetic, moving away from corporate travel imagery to a more intimate, editorial look featuring a group of friends in a countryside setting.

  • Symbolic Visuals: Integrated subtle celebratory elements—such as curated balloon motifs—to signal the anniversary without detracting from the premium, high-fashion styling of the products.

  • Omnichannel Execution: Orchestrated the rollout of a massive asset library tailored for every consumer touchpoint, including website hero imagery, luxury brochures, global in-store signage, social campaigns, and targeted digital advertising.

Result
The campaign was a commercial and critical success, delivering a significant measurable impact on both e-commerce and in-store sales. By successfully humanizing the brand’s 30-year history, the assets remained evergreen and were utilized across all major product collections throughout the fiscal year.

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BRIGGS & RILEY: ZDX OCEAN COLLECTION

Challenge
Introduce “Ocean,” a vibrant new seasonal colorway for the ZDX travel line. The objective was to create a high-impact Spring launch campaign that positioned the collection as the essential companion for luxury coastal travel, ensuring the new palette felt both fresh and timeless.

Strategy
I directed a location-based lifestyle narrative focused on the “Modern Beach Getaway.”

  • Color-Centric Art Direction: Curated the visual environment to complement the “Ocean” palette, utilizing natural coastal light and sand-toned textures to make the deep blue of the luggage pop. I ensured every element—from the talent’s wardrobe to the beach setting—was strictly aligned with the Spring color story.

  • Lifestyle Narrative: Directed a couple-led story that emphasized the effortless transition from transit to vacation. By focusing on authentic, sun-drenched moments, I elevated the product from a utility item to a key part of the aspirational travel experience.

  • Integrated Asset Production: Oversaw the creation of a cohesive suite of still assets, specifically designed for high-performance use across website hero banners, social media storytelling, and premium digital advertising.

    Result
    The ZDX Ocean launch was a visual standout in the brand’s Spring calendar, driving high engagement across social channels and a successful seasonal sell-through. The campaign effectively broadened the ZDX line’s appeal to a style-conscious audience looking for high-performance gear with a boutique aesthetic.

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VIDEOS CREATED FROM STILLS ABOVE WITH GENERATIVE AI

BRIGGS & RILEY

ZDX OCEAN
New Color Email Launch