Illustrated Ad Campaign - Osprey X Field Notes
In this project, I aimed to address a gap in Osprey’s existing advertisements, which primarily focus on gear specs and product features. While effective in showcasing quality, I wanted to introduce a more personal touch that would resonate with the audience on a deeper level.
By integrating another brand with a strong narrative, I used my illustration style to emphasize the story behind the products. This approach allows viewers to connect emotionally with the gear, beyond just the technical aspects. The result is a more engaging, visually rich advertisement that highlights both functionality and adventure.
Client
OSPREY X FIELD NOTES
Type
Advertising Concepts
Year
2025
Process
Conducting In-depth Brand Research
To begin this project, I thoroughly researched Osprey’s Farpoint/Farview backpack, focusing on the brand’s core values and the detailed specifications highlighted on their website. My goal was to ensure that every design choice aligned with Osprey’s commitment to quality, functionality, and adventure.
Introducing Field Notes
During my research into competing brands, I realized that a collaboration between brands could infuse excitement and fresh energy into a stagnant brand. Field Notes, for example, embodied everything Osprey was lacking: a strong narrative, a hand-crafted touch, warmth, and a lifestyle-driven approach.
By merging Osprey’s practical, high-performance image with Field Notes’ storytelling and tactile quality, I saw an opportunity to elevate Osprey’s advertisements, giving them a more personal, emotionally engaging feel.
The Perfect Collaboration
The Osprey Farpoint/Farview bag and Field Notes’ 3-pack of memo books work together in harmony, showcasing durability, versatility, and practicality. The bag is designed for everyday use, equally suited for mountain trails or classroom commutes, while the memo books are made to be carried everywhere, capturing moments as they happen.
Together, they reflect the idea that life is about being present, with both products serving as reliable companions for any journey.
Outcome
For this concept, I wanted to infuse Osprey’s functional gear with the spirit of adventure and exploration. Inspired by the idea of a traveler’s “field notes,” I created a limited edition memo book cover that featured imagery and symbols from around the world. The cover illustrated a journey of discovery, with the Osprey bag subtly integrated into the design, highlighting its role as the perfect travel companion.
Once the cover was designed and illustrated, I used these assets to create social media ads and magazine spreads, ensuring the narrative and visual style remained consistent across platforms. The result was an advertisement that not only showcased the product’s features but also told a compelling story of travel, exploration, and the lifestyle Osprey embodies.
