Kelly De Block I Work
5 years ago, Eastpak wanted to appeal to a younger audience and bring back the young and freespirited Eastpak from the 90s. I worked on a younger image art direction and bolder brand campaigns. In came fresh photographers and a younger more versatile and diverse cast.
I worked at Eastpak for almost 8 years, so most of the cases in my portfolio are from that time.First 4 years I have worked as a digital creative coördinator and the next 4 as a brand creative manager. Most of the projects below are from those last 4 years as digital projects age, well.. *very* fast.
I’ve worked on more projects than I can remember, so below you can find the one’s I find are the most relevant at the moment.
Eastpak DNA campaign
2020 - 2023Eastpak wanted to dive a little deeper in it’s history, to explain their durable choices we dove into their history with a video piece with a raw and more crafted feel. Highlighting the elements that make an eastpak backpack a durable choice.
This was a big campaign spanning over collection launches and updates on it’s durability efforts.
Responsibilities:
Agency: Strictua
Eastpak x Stranger Things
2020Eastpak collaborated with the famous Netflix series Strangers things in 2020. We created an alternative version of of the iconic intro to the show.
Next to this we created an upside down landingpage in line with the series concept. From this moment on we tried to test and create new experiences
on the eastpak.com website.
Responsibilities:
Agency: Visuals Internationals
Eastpak CNNCT
2023 - 2024For Eastpak’s Bussines collection make-over we chose to work with Bob Jeusette as a photographer and director. At Eastpak it wasn’t the strategy
to create digital derivatives, so we chose to create the campaign in such a way that is engages through humor and short form video.
Bob’s quirky ideas and visual style fitted right in with what we had in mind.
We wanted to stand out from competition, think big skyscrapers in a city that looks like New York (Add some frog-perspective).
We chose for a concept about repetition, About being bored at work. Exaggerated office-styling, a fiseye lens and a horizontal slide were
added to create extra stopping power to it.
Responsibilities:
Bob Jeusette via ILA
Eastpak Resist’r case launch 2024
This project marks my last big project at Eastpak before I left. The launch of the very new Resist’r case - a brand new hard shell case, with an eye-catching exterior needed to be put in the market with a bang. We chose the concept of a money heist because of the sturdy character of the case to highlight the different product features in a more narrative way.
This money heist concept was translated to window and OOH execution and is still pulled through in the latest campaigns.
Responsibilities:
Director: Anthony Nti via ILA
Denham x Eastpak
The concept of the collection with jeanswear brand Denham was built on the backpack being the extension of your jeanspockets. I was inspired by the fifth pocket, the small pocket which you can find in every jeans. We imagined a whole universe for this pocket. The collection was inspired by japanese denim so it was an obvious choice to use elements like the shashiko stitch for this stop motion piece.
Responsibilities:
Eastpak brand campaign 2023
This was Eastpak’s first big brand campaign after being quite safe and vanilla for a while. The Built To Resist tagline had to be repositioned as both about the product durability and as a mindset. We chose for a Mars concept, as living coditions on Mars are hard, but your Eastpak bag can withstand it all.
We drove the Mars concept through in all executions, from windows to in-store designs, goodies en fairs and events.
Responsibilities:
Agency: Bleu nuit via Mutant
Eastpak brand campaign 2024
For the second big brand campaign we were focused on the Built To Resist tagline as not only a product promise, with Eastpak’s 30 year warranty, but as a mindset and statement about human agility. We chose to focus on LARP communities for being infamous for being unappologetically expressing themselves.
Responsibilities:
Director: Guy De La Palme via Mutant