On vacation, we all come across objects that we just want to take home. To share why some of these items should ultimately stay put, we grouped these objects together and used their natural appeal to our advantage. The curious nature of these items inspired us to present them in a cabinet of curiosities. That’s how this campaign was born.

The cabinet displays each item, draws attention to it, and explains why certain souvenirs can’t travel with you. It’s a memorable and engaging way to learn what’s allowed and what’s not.

I was the director for this project: I received the initial concept and elevated it into a more refined and impactful execution. All the X-ray visuals were created with Runway, reflecting my belief in a hybrid and intelligent use of AI — combining strong direction with the right tools to bring ideas to life.