Function + swagger
Hook & AlbertHook & Albert has brought one of the most useful adaptations to the sprint traveler- the garment weekend bag. Percepto brought wit and edge to position this swanky bag in the sights of the affluent consumer.
Practical Luxury
Creative Direction / Commercial Production / Product Launch Campaign / Retail Partnership Content
THE CHALLENGE
Hook & Albert had built momentum as a premium accessories brand, gaining visibility through their signature lapel flowers and celebrity adoption. But with the launch of their innovative Garment Weekender—a hybrid travel bag combining utility and sophistication—they needed content that could do more than demonstrate function.
The challenge was positioning the product as a premium lifestyle essential while expanding their audience beyond utility-focused buyers into fashion-conscious consumers. Following initial retail launch collaborations with Banana Republic, the brand needed a stronger creative identity to support product growth, including the launch of their women’s line.
THE APPROACH
We developed a campaign built around aspiration, identity, and movement—creating a series of commercials that elevated the product from practical to desirable.
Our work began with product-focused launch films and evolved into broader branded storytelling, including the women’s launch campaign, follow-up creative like Boss B, and an edgier men’s lifestyle spot.
The creative leaned into luxury fashion aesthetics, sharp humor, and elevated cinematography to position Hook & Albert in a more premium, lifestyle-driven market. Across concepting, production, and post, the goal was to make utility feel luxurious and make the product feel inseparable from the person carrying it.
THE RESULT
The initial product launch campaign performed strongly, helping validate the product’s market position and leading to expanded creative asks across additional product lines and demographic audiences.
More importantly, the campaign helped establish a stronger visual language for the brand—one that moved beyond product function and into aspirational identity. It demonstrated how strategic commercial storytelling can elevate a product’s perceived value and widen its appeal in competitive retail and fashion spaces.
Launching the
Garment Weekender for Women
Created for the modern woman– on the go, board room to roof top pool. This :15 give you a taste of the life.
The Boss B
She’s got it all. No, for real. It all goes in the bag.
Maybe not her assistant?
Life Is Calling
You can’t be a shaker until you’re a mover.
When you move, this is your bag.
Retail Partnerships & Brand Expansion
Collaboration with Banana Republic.
BTS timelapse of the Banana Republic shoot
It’s a joy when a client comes to you and says they are looking take the next step in their brand story. We revel in designing creative and when given the space, we end up with some special projects.