A military-supply retailer wanted to show a wide range of products. Not one product. The whole range.

Trends are everywhere. Finding one isn’t the problem. Getting lost in it is. Nobody remembers the person who copied the trend. Everyone was doing “Skorpios, this one’s for you, bam.” Can you remember any of them? No. Do you remember the original? Yes.

So if you’re going to use a trend, there’s a right way to adopt it: adapt it to fit your brand. Don’t just do what everyone else is doing.

“What’s in my bag” is a very girly trend. That was exactly why it fit: the contrast was the concept. It also had something useful: it could be repeated with different items each time. Exactly what you need to show a range, rather than one product.

We took the format as it was, “what’s in my bag”, and filled it with military gear instead of the usual items. We repeated it many times. Different objects each time, same format.

It wasn’t the trend everyone else was doing. It was a version that didn’t get lost among thousands of people doing exactly the same thing. The same format, over and over, with something different from the range to show each time.

Watch What’s in my bag on TikTok ↗︎