The Black Pelican

Overview

Known for commercial and consumer arms of their business, Pelican's been competing for market share amongst the likes of OtterBox, Yeti, and the like.

So when their new lineup of EDC (everyday carry) backpacks was slated for launch, their brand team reached out to tap our web property to raise awareness. Here are some sample snapshots of our product review - concepted, shot, and written in-house by our creative team.

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CLIENT
Pelican
COpywriting
Mike Waldron
Creative Direction
Mike Waldron
Art Direction
Brian Mazalek
Chief Design Officers
Visual Design
UX Design
Art Direction
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Mood & Details

After some discovery calls with their team, we landed on a theme we thought encompassed the overall mood of this product lineup: stealth. With that in mind, we envisioned what you would call a gear dump - suited for the urbanite but without a doubt leaning a little towards James Bond in overall aesthetics.

And because the modularity of the packs was just as attractive as the exterior appearance, some additional product placement became necessary. Fortunately, we had access to an abundance of EDC gear to give the reader real-life examples of how these packs function in the wild.

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Hypothesis

Strategy

Solution & Results

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All work shown is copyright © 2024 Mike Waldron