CASE STUDY · TARGUS

From Coffee to Cocktails

A lifestyle campaign designed to carry modern work beyond the office.

Two women seated on a rooftop at sunset, raising glasses beside black Targus Newport bags.

OVERVIEW

Project Details

ROLE

Creative Direction

Art Direction

Campaign Design

Photoshoot Direction

CREATIVE TEAM

Jason Whittemore

Mel Saldonido

Jaclyn Kone

From Coffee to Cocktails was a lifestyle campaign designed to position Targus bags as versatile accessories that move naturally from the workday into life after hours.

THE CHALLENGE

Elevate the product without losing its everyday relevance.

The Newport collection had the polish to move beyond a traditional work-bag story, but the campaign still needed to make its everyday usefulness feel clear and believable.

The challenge was to present the bags as elevated lifestyle accessories without making them feel distant from the rhythm of a real day.

CREATIVE STRATEGY

Show one bag moving through the full rhythm of the day.

I built the campaign around the transition from workday routine to after-hours life, using styling, setting, and product storytelling to show the same bag adapting across both moments.

Rather than separating utility from lifestyle, the creative direction treated them as one continuous experience: polished enough for work and flexible enough for everything that followed.

KEY CREATIVE DECISIONS

Three decisions made versatility feel natural, elevated, and believable.

Build the story around transition

Show the product moving from professional settings into social moments so versatility became part of the narrative, not just a feature claim.

Style the bag as an accessory

Use wardrobe, architecture, and composed lifestyle imagery to position the collection as part of a polished personal style.

Keep utility visible

Balance aspiration with recognizable workday needs so the campaign remained grounded in how people actually carry and use the product.

CAMPAIGN STORY

One bag, styled for every part of the day.

Woman in a white suit standing in a modern architectural setting while holding a gray-and-black Targus Newport backpack.

Gray-and-black Targus Newport backpack displayed against warm concrete architecture.

One visual system, two sides of the day.

The campaign paired a consistent product and styling language with two distinct moods: composed and architectural for the workday, warmer and more expressive for after hours.

That contrast made the transition easy to understand while keeping the collection recognizable across every execution.

Newport campaign workflow progressing from Direction to Capture to Story to Retail.

Rooftop lifestyle campaign showing a woman working on a laptop beside a black Newport tote with the headline “Start the Day, Beautifully.”

Lifestyle campaign showing a woman carrying a black Newport tote with the headline “Wherever the Day Takes You.”

LEADERSHIP & COLLABORATION

Keeping the campaign polished, useful, and connected.

I led the creative direction, campaign concept, and visual system, collaborating with Mel Saldonido and Jaclyn Kone to develop the work across photography, product storytelling, and retail applications.

My role was to maintain one cohesive point of view while balancing elevated lifestyle imagery with a clear and believable product story.

OUTCOME

A cohesive lifestyle campaign positioning the Newport collection as a versatile accessory for work and life after hours.

Smiling woman wearing a gray-and-black Targus Newport backpack in a modern concrete setting.

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