A strong product story starts with something true.

With the Targus Newport Collection, that truth was versatility. The bags were already designed to move naturally throughout the day. The opportunity was to give that versatility a more elevated, lifestyle-driven perspective.

The idea was simple: from coffee to cocktails.

We built the campaign around the natural rhythm of a day. Working over coffee in the morning. Moving through everything in between. Heading somewhere completely different after hours.

I led the creative direction across the concept, visual language, image direction, retouching, layout, and product storytelling. The goal was to keep the bags at the center of the campaign while giving the imagery enough atmosphere and personality to make the collection feel aspirational.

It was also a great project to work on with the Targus team. The idea improved as different people brought their perspectives to it, which is usually when creative work gets interesting.

What I still like most about the campaign is how little explanation it needs.

One collection. Different parts of the day.