Carry Your Craft
CLIENT
Osuza Design
PROJECT
Clothing · Branded Documentary Campaign
THE BRIEF
Osuza Design was launching its first modular backpack and needed a flagship campaign that could do more than show the product. The film had to set the tone for the brand's identity while proving the bag in the real world, on the backs of people whose work depends on what they carry.
WHAT WE DID
We followed three artists through New York City in a documentary-style brand film, 'Carry Your Craft', as they confront courage, resilience and the particular challenges of making work while always on the move. Each story became a real-world use case for the backpack, with the product living naturally inside the artists' days rather than sitting at the center of the frame.
RESULT
'Carry Your Craft' anchored the launch of Osuza's first modular backpack and became the tonal foundation for the brand's identity going forward.
