A campaign for Jack Stillman – a boutique baggage brand.

The brand resonates with customers around the world because they are an antidote to disposable culture. The bags are crafted with 16oz waxed canvas, hand polished leather and solid brass fixtures.

The proposition we built the campaign on was that Jack Stillman bags last longer and get better with age.

The headlines offer a cynical, but relatable take of life. The tone and dark humour is designed to resonate with people who have lived a little, and are capable of laughing at themselves. They know they’re prime candidates for a midlife crisis. They’ve had interesting lives, and they’ve still got an adventure of two ahead of them.

As a homage to the craftsmanship of Jack Stillman Bags, each press and poster execution was photographed with a Hasselblad medium-format camera for maximum detail. Then every word of copy – and the logos – were embroidered onto canvas and photographed for the compositing.