July
but will it break?
Brand
Projectbut will it break?
Date
Mar 2026
Description
July presents a durability test in its latest project, 'but will it break?', which focuses on the structural integrity of its luggage range. The film captures a practical stress test in an urban setting, featuring suitcases stacked against a weathered brick wall and placed under the weight of a black SUV. Employing a live-action technique and natural light, the documentation captures the physical interaction between the accessories and the environment. The project highlights the functional performance of the bags through a direct, documentary-style approach.
Style
Documentary, Vertical, Warm, Clean
Techniques
Natural light
Industries
Bags & Accessories
Color
Golden Yellow
Scarlet
Medium Grey
Background
Alley
Context
Social Media / Short Form Video
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