IN GOOD COMPANY ASIA X DIANA BELTRAN HERRERA
Holiday campaign 2023.
digital Illustration / paper cut / photography
by Diana Beltran Herrera
Client: In Good Company Asia
Last year I traveled to Singapore for work. I have connected with some friends and was shown the city by my lovely friend Jaclyn who is one of the creators of Singapore based brand IN GOOD COMPANY ASIA. We get on very well and have lots of ideas in common, and she asked me if I would like to work on a holiday campaign, featuring some of the brand new bag designs (which I said yes happily since it was a new product I have never worked before). Below you can find the progress and final images.
These were some of the final designs I shared with the team, produced digitally, to be later transferred into paper. The idea behind the campaign was to develop interesting and fun scenes with small characters and create different actions in which the bag had a different use: something magical, fun and unexpected. I took reference from the bauhaus designs from Oskar Schelmmer, as well as costume design and sculptural fashion design. The colour scheme was based on the branding of IGC to keep the identity. I love fashion so it was such a great opportunity for me to create outfits and costumes.
These are 2 of the firsts designs featuring the " pouf bag" and the "Pixel bag"
I have to say, that making these images work in photography was very complicated, I spent hours trying to get the elements in the perfect position, but soon I found out it was very complicated so decided to mock them all up in photoshop.
These were the next 2 designs featuring the "Pouf bag in leather " and the "Penny bag"
The last design featured the " Parachute bag" and the character is a ninja that is pretending to sew the bag together.
These are the finals designs shared on their social media platforms, along with some animations and behind the scenes.
And finally, an interview where I was invited to discuss and talk about the project, the inspiration and why I am so passionate about working with paper.
Thank you IGC Asia for inviting me to create this paper universe and for having fun with me!
dont forget to follow me on instagram:
https://www.instagram.com/dianabeltranherrera/
