This Backpack Can Hold All Kinds of Abstract Concepts in Energetic Film from Havas
Edoardo Lugari directed Invicta’s ‘Full of Possibilities’ ad to illustrate how these bags can be partners in your adventures
The latest TV, cinema and web campaign for backpack brand Invicta is the latest execution in a repositioning that began last year under the creative direction of Havas Milan.
The idea for the film, directed by Edoardo Lugari through production company The Family, is built around the idea that an Invicta bag is your "Urban Passport". The brand's vision is that its backpacks are the means to put into practice your desire for adventure and exploration and also modern accessories of design that represent the personality and the individuality of the wearer.
In other words, a backpack is not just a place to keep a spare change of clothes, a map or a packed lunch, but also and a travel companion who shares and enables all our experiences, emotions, sensations and history - it’s so much more than a bag to Invicta.
To capture this philosophy the film opens with an initial question: "What is your Invicta full of?" before launching into a series of scenes depicting a broad range of characters responding to the question. It turns out you can keep all sorts of abstract concepts in your Invicta rucksack. The endline sums this up. Your Invicta is: "Full of Possibilities".
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Music Company: PapaMusic
Editor: Nicola Mucelli
Creative Agency: Havas Milan
Copywriter: Alessandro Paolucci
Chief Creative Officer: Giovanni Porro
Senior Copywriter: Anita Rocca
Senior Art Director: Michele Sartori
Account Supervisor: Chiara Colombo
Social Media: Social Media Strategist
TV Producer: Silvia Lo Cascio, Davide Signorelli
Social Media Copywriter: Alessandro Paolucci
Content Producer: Andrea Proietti
social media art director: Lorenzo Croci
Production Company: The Family
Executive Producer: Lorenzo Ulivieri
Director: Edoardo Lugari
DOP: Marcello Dapporto
Producer: Annalisa Bronzi
Colourist: Daniel Pallucca
Head of Research and Development: Ragnhild Holstad
Post Producer: Barbara Calicchio
Post Production / VFX
Post Production: Jacopo Ardit
Genres: People, Scenic, Storytelling, Dialogue
Categories: Accessories, Clothing and FashionThe Family, Wed, 15 Aug 2018 15:47:51 GMT