BRAND
Moment – A Creative Lifestyle Brand for Photographers & Filmmakers.
PROJECT
Moment Bags
Led creative direction for the Moment Bags campaign, creating social, paid media, and landing pages to showcase the new lineup.
SUMMARY
ROLE
Lead Designer
Video Editor
A LIFESTYLE BRAND FOR CREATORS, BY CREATORS
Moment is a creative lifestyle brand built for photographers, filmmakers, and visual storytellers. Whether you’re capturing the world with a camera or exploring new ways to tell your story, Moment is more than just a brand—it’s a community designed to elevate creativity.
We don’t just make gear—we design tools, experiences, and education that help you create at the highest level.
Moment is a brand built by creators, for creators. Launching Moment Bags wasn’t just about introducing new products—it was about positioning them as an essential part of the modern creative’s workflow. The challenge was to create a campaign that made these bags feel indispensable, balancing aesthetic appeal with real-world functionality.
To do this, we needed to:
Develop a visual identity aligned with Moment’s brand while standing out in a saturated market.
Create social-first content that resonated with a highly engaged creative audience.
Build a campaign that feels authentic, aspirational, and seamlessly integrated into a creator’s lifestyle.
This was a marketing and creative direction challenge. We had to ensure that every visual touchpoint reinforced the brand’s identity and positioned Moment Bags as more than just gear—it was a tool for visual storytellers.
THE CHALLENGE
The creative approach was based on the idea that the bags should never be the focus—the creators using them should be. The campaign leaned toward a lifestyle-driven, movement-oriented aesthetic, ensuring that every visual felt natural, dynamic, and aspirational.
Key Visual and Brand Decisions:
Photography and Video: Shot in real-world environments, showing photographers and filmmakers in motion, integrating the bag effortlessly into their creative process.
Design Language: Inspired by film photography and modern minimalism, mixing grain, noise, and subtle texture overlays to create a look that was both vintage and contemporary.
Messaging and Copywriting: Used direct, welcoming language reminiscent of Apple’s product announcements, keeping things simple and engaging (e.g., “Hello, this is the new crossbody”).
Social-First Strategy: Prioritized Instagram, YouTube, and organic content, ensuring Moment’s community saw the product in action rather than in static product shots.
Iterative Design Process: Explored multiple creative directions, from nostalgic, film-inspired aesthetics to more polished, modern branding, before finalizing a cohesive look.
The goal was to ensure that every asset, whether a paid ad, organic social post, or landing page, felt like an extension of the Moment brand and spoke directly to the creative community.
THE PROCESS
This campaign was designed to drive engagement and conversions through organic and paid strategies, ensuring the creative execution worked across all digital platforms.
Deliverables included:
Full creative direction for the campaign, setting the visual tone for the launch.
High-performance product and lifestyle photography, showcasing the bags in natural creative workflows.
Mobile-first landing pages designed for seamless scrolling and high conversion.
Instagram Stories, carousels, and video content optimized for organic and paid reach.
20-30 paid ad variations, testing different visual hooks and messaging approaches to maximize performance.
Rather than relying on traditional product marketing, the campaign was built around real creators and real moments, reinforcing Moment’s position as a lifestyle brand for photographers and filmmakers.