TruBlue Backpacks
TruBlue is a Canadian-brand based in Ontario. With its roots firmly in Canada, their products focused on travelling - providing backpacks and a brand that inspires.
With this in mind, we discussed the content needs of the company. Not only focused on social, we looked to develop assets that can be used for social, for web, and for any digital applications including blogs and the website.
Creatively, the goal was to place the viewer into the shoes of traveller. Photos intentionally framed the model looking forward. The models' faces obscured to allow the viewer to imagine themselves in these locations, with the brand having their backs (as it were).
Results: Content is used on the TruBlue website to kick start a new blog series. Content is being used as organic posts integrated with Instagram Shopping as well in Promoted Posts.
Product Photography
Creative Direction
“Working with Carson Kwok has been a great experience for TruBlue. He has been very professional from the start until the end. This has been a very fun project, Carson invited us to join his trip to Iceland and we got excited about the idea of our backpacks participating in this great adventure and the results were great. The landscapes in Iceland are incredible plus Carson’s creativity made a great photo composition, and we are very happy with the outcome. Planning the project was great, Carson is a nice person to communicate with, he listened to our suggestion about the photos without interfering with his creativity, which made a great team-work. We are looking forward to working on more adventures with Carson.”
