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NDG Paris: Canopy, hiding in plain sight
For the release of the Canopy bag, NDG Paris wanted a campaign built around the idea of hiding in plain sight. We translated that concept into an AI still life series where the bag becomes part of a botanical composition.
Flowers, stems and layered textures surround the silhouette, partly concealing it while drawing attention to its shape, handles and hardware. The product is discovered through the arrangement rather than placed apart from it.
Art direction guided the balance between camouflage and visibility, keeping the bag recognisable within each image.
The result is a launch campaign with a consistent visual language: rich, tactile compositions that bring the Canopy idea into the product photography itself.
Flowers, stems and layered textures surround the silhouette, partly concealing it while drawing attention to its shape, handles and hardware. The product is discovered through the arrangement rather than placed apart from it.
Art direction guided the balance between camouflage and visibility, keeping the bag recognisable within each image.
The result is a launch campaign with a consistent visual language: rich, tactile compositions that bring the Canopy idea into the product photography itself.