Ask: Develop and execute a brand campaign for the Bay Area bag company Inside Line Equipment that features riders from AFAIC.

Insight: As Far as I’m Concerned (AFAIC) has a gritty, alternative style, which should be highlighted by the photo setting and art direction.

Idea: ILE and AFAIC are both from the East Bay, so what better place to center the content from the campaign than downtown Oakland? Using lighting, skate-inspired photo composition, and dense urban settings, AFAIC gives ILE’s bags a whole new look.

2022