Project Overview

This project develops a 60-second advertising concept for the Balenciaga Le City Bag through a narrative-driven storyline. The film follows characters from different professional backgrounds brought together by an unexpected alarm, only to discover that the Le City Bag has been stolen from a high-tech vault. As the story unfolds, the bag becomes the central element linking each character, highlighting its versatility across identities and lifestyles. The concept positions the Le City Bag not just as an accessory, but as a bold, inclusive expression of Balenciaga’s avant-garde spirit, designed for a new generation seeking individuality, creativity, and emotional connection with the brand.



Skills Used



  • Brand & Cultural Research, 
  • Product Analysis,
  •  Creative Concept Development,
  •  Directorial Thinking, 
  • Narrative Design & Visual Storytelling,
  •  Moodboard & Visual Direction, 
  • Storyboarding & Shot Planning, 
  • Campaign Framing & Creative Pitching, 
  • Adobe InDesign, Photoshop, Premiere Pro





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