Moral Bags
2020 F/W Campaign
Creative Direction, Photography and Design

Moral Bags, an Australian brand, has a strong motto of "born on the fringe" – Fitzroy, the birthplace of Moral Bag Co, can be found on the fringe of Melbourne city. Fitzroy is known throughout Australia for its eclectic mix of people, amazing street art, music scene, bars and restaurants.

They always want to deliver this message toward their potential customers, and this time when they are establish a base in Hong Kong, I was ask to continue this approach – picking up notable locations in HK and make it a story of urban exploration; showing some colors!

After shooting four booklets are designed as their catalogue and usd in their store interior graphics.