My art director at the time (Vishal Kesa) and I were tasked to reinforce Zero Halliburton as the strongest travel bag.

Researched had shown Nasa used Zero Halliburton to bring Moon rocks back to earth. The late US president, John F Kennedy kept the nuclear codes in a Zero Halliburton case. Plus, CNN journalists packed their camera equipment in... you guessed it, Zero Halliburton bags.

We brought this to life through a series of print executions driven by copy and art direction.