The Italian dented luggage brand has hired the creative group rodeo clown and photographer Valerio Nico to express its philosophy of travel.
Crash Baggage is an Italian luggage and accessories brand that believes in travel as the ultimate freedom to seek pleasure and break out of one’s routine.
The brand’s philosophy is summarized in its tagline, Handle Without Care, and its iconic pre-dented shells. Why? Because if brand new luggage comes with the dents normally wrought by wear and tear, the traveler is free from worrying about it.
Inspired by extreme ironing, a bona fide sport where people take ironing boards to remote locations and iron items of clothing, the new “Embrace the Unexpected” campaign produced for Crash Baggage by the creative collective rodeo clown brings travel gear to gray-toned landscapes, some of them plausible, some absurd: a metaphorical challenge to journey beyond limits and conventions.
rodeo clown is a multidisciplinary group based in Milan, specialized in adding cultural depth and authenticity to content, products, and other forms of expression through unconventional storytelling. For this campaign the group worked with photographer Valerio Nico, whose visual research aims to add a splash of the absurd to the elements of everyday life, and the collective The Circumstances, an image and video-making studio focused on exploring and developing hyper-contemporary languages and aesthetics.
Crash Baggage travelers reach the foot of an erupting volcano, the inside of an airplane engine, or the snowscapes of Antarctica; they epitomize the intrepid, worry-free traveler who knows that diving in headfirst is the only way to rack up true life and adventures that push the boundaries of reality.
The dents that make Crash Baggage unique transform “old and worn out” into a lust for experience and the surprise of the unknown, and the bag’s appearance after a trip tells the travel saga all on its own.
Concept and art direction: rodeo clown
Photographer: Valerio Nico
Editing and post-production: The Circumstances
rodeo clown is a multidisciplinary practice based in Milan focused on adding cultural depth and authenticity to content, products, and various forms of expression through unconventional storytelling. Their projects connect artists and creators from different scenes and contexts to expand the reach of lateral conversations about art forms, technologies, products, subcultures, and visual languages.
Valerio Nico is a photographer whose visual research charges elements of everyday life with absurdity. He has worked with Slam Jam, SSENSE, Oakley, Highsnobiety, Diesel and many others.
Crash Baggage Srl
via Tresievoli, 7/E 30034, Mira Venezia
P.I. 04166700270
