Parsel: Parsel Systems

Nov 2025

Parsel Systems debuts its latest campaign, an editorial showcase highlighting the versatility of its utilitarian tote collections. Through a series of portraits and product stills, the work leans into a clean, graphic aesthetic that pairs heavy-duty storage solutions with natural, outdoor environments. Photographer Roe Ethridge captures the product series, utilizing natural light and an analogue-inspired film style to emphasize the textures of both the containers and their surroundings. Set designer Megan Kiantos constructs these compositions, contrasting the structured, industrial design of the utility bags with organic backdrops like forested settings and patterned surfaces. Production credits feature hair styling by Nero, makeup artistry by Tayler Treadwell, and casting by Nicola Kast.

Vertical

Natural light

Advertising Campaign