CASE STUDY · TARGUS

Work Reimagined

A campaign platform designed for the changing ways people work.

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

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.

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

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.

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

Lifestyle campaign set near palm trees with the headline “Built for Everyday Carry.”

Outdoor campaign showing a hiker and dog overlooking mountains with the headline “Carry What Matters.”

Outdoor campaign showing people hiking at sunset with the headline “Designed for a Sustainable Journey.”

Travel campaign showing a person walking through an airport with the headline “Sustainable Performance.”

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.

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

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