B2S SANTEE BAG CAMPAIGN

A character was built before a product was sold. The back-to-school moment was treated as a creative identity, not a retail event. A school desk anchored the set, surrounded by props sourced to feel genuinely personal. Casting leaned into a Y2K-adjacent archetype, playful and slightly detached. The bubblegum was intentional, one prop communicating attitude without dialogue. Shoot spanned multiple setups to create images that earn the scroll before they sell the bag.