School bags are seen as just part of school.
They’re boxed into lessons and routine, with little meaning beyond class hours.
Students live for what happens after school.
The moments that feel most real to them are shaped by friendships, and a sense of freedom.
If a bag moves with students all day,
it shouldn’t be confined to one part of it.
So we took the school out of school bags.
Freedom
Starts Now
Integrated Campaign
American Tourister
Brett Backpack Film
Hall Backpack Film
Key Visuals
Web Banner
Asset Library
Agency Zoo Group Singapore
Client American Tourister
Creative Director Joel Chin
Senior Art Director Marcus Quek
Senior Copywriter Joel Lim