Work Reimagined

CASE STUDY · TARGUS

A campaign platform designed for the changing ways people work.

Man working on a tablet beside a cup of coffee in a modern café.

OVERVIEW

Project Details

ROLE

Creative Direction

Art Direction

Campaign Design

Campaign Strategy

CREATIVE TEAM

Jason Whittemore

Jaclyn Kone

Work Reimagined was a campaign platform designed to show how Targus products support flexible work across offices, homes, travel, and the spaces in between.

THE CHALLENGE

Turn product utility into a broader story about how people work.

Targus had strong product stories, but the messaging often began with features rather than the changing behaviors those products supported.

The challenge was to build a broader campaign platform around real work moments: carrying, connecting, and protecting across offices, homes, travel, and the spaces in between.

CREATIVE STRATEGY

Build the campaign around work behaviors, not isolated product features.

I shaped the platform around three essential behaviors: carrying, connecting, and protecting. That allowed different products to enter the story through the role they played in a flexible workday.

The approach created a simple narrative system that could adapt across environments and channels while keeping the human experience at the center.

KEY CREATIVE DECISIONS

Three decisions turned a product campaign into a flexible work platform.

Organize the story around behaviors

Use carrying, connecting, and protecting as the campaign structure so every product entered through a clear human need.

Show work across changing environments

Move the story between offices, homes, travel, and shared spaces to reflect how modern work actually happens.

Build for multiple product categories

Create a modular visual and messaging system that could support bags, docking solutions, accessories, and related technology without losing coherence.

CAMPAIGN STORY

Showing flexible work as one connected experience.

Athlete with a prosthetic leg carrying a Targus backpack while entering a gym.

Man working on a tablet while seated on a train with a Targus bag beside him.

Industrial workers in safety gear reviewing information on a tablet.

A system built around real behavior.

Work Reimagined translated real work behaviors into a repeatable campaign structure: begin with the person, connect the product to a practical need, shape the story around context, and scale the system across touchpoints.

That framework allowed different environments, products, and audiences to feel distinct while still belonging to one connected platform.

Work Reimagined campaign framework progressing from Human to Utility to Expression to Scale.

Work Reimagined digital campaign showing a man working on a laptop.

Outdoor campaign showing a man working beside a campfire with the headline “Work Doesn’t Stop. Neither Do You.”

Industrial campaign showing a worker using a tablet with the headline “Rugged Protection.”

Lifestyle campaign showing an athlete carrying a backpack with the headline “Work Meets Play.”

LEADERSHIP & COLLABORATION

Keeping one platform connected across products, people, and places.

I led the overall creative direction, campaign platform, and visual storytelling system, collaborating with Jaclyn Kone to develop and extend the work across campaign, digital, and product experiences.

My role was to maintain one clear strategic thread while giving each audience, environment, and product category enough flexibility to feel authentic.

OUTCOME

A flexible campaign platform that turned real work behaviors into scalable stories across digital, product, and campaign touchpoints.

Traveler walking through an airport with Targus rolling luggage and a tote beneath the headline “Work, in action.”

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