The Background

To showcase the release of Bally’s Cecyle bag—an homage to founder Carl Franz Bally’s beloved wife—InStyle brought us on to manage the creative process of developing a branded content story.

The Approach

Aligning with the bag’s namesake, our team wanted to ensure we scouted a location that perfectly balanced the throwback vibe with a modern sensibility. We also believed it was important to curate a female photographer who was well versed in the fashion landscape.

The Work

From storyboarding to delivering the final photo and video assets, we developed a clear vision for the bag, incorporating a retro bowling alley as our backdrop. The content garnered 5.6MM+ Impressions, was featured on InStyle.com, and was shared across Bally’s owned and paid media channels.