The “After 11 PM” campaign, which turned Egypt’s lockdown curfew into a fashion statement and sold out the collection. It was followed by a full photo and video shoot for the Summer Collection.
Industry
E-Commerce — Fashion / Bags & AccessoriesServices we provide
Covery, one of Egypt’s most recognized bag brands, had relied on product-focused posts and traditional lifestyle photography, and organic engagement was declining. The launch fell during the post-Ramadan lockdown, when everyone in Egypt had to be home by 11 PM. We didn’t work around the restriction. We made it the idea: “Life doesn’t stop after 11 PM. Neither does your style.”
After 11 PM
We built an episodic series of four cinematic scenarios, each set after 11 PM in a different lifestyle and setting. The bags appeared as a natural part of each story rather than the subject of an ad. The campaign significantly outperformed Covery’s previous content, drove strong organic reach and engagement, and sold out the new collection during the campaign period. It also led directly to the Summer Collection partnership.
Campaign impact
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Reach
0M+
Views
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Engagement
Summer Collection
After After 11 PM sold out Covery’s collection, the brand brought us straight back to lead its Summer Collection. This time we handled the full production ourselves, from creative direction through the complete photo and video shoot. The brief was to carry the cinematic, story-first style that redefined Covery’s feed into a brighter season, so the new collection felt like the next chapter rather than a reset.
We shot the complete collection in both photography and video, producing campaign imagery, product visuals, and short-form films built for social. Every bag was styled into warm, sunlit summer moments designed to make the collection feel effortless and easy to picture in everyday life. The result was a cohesive library of assets that powered the launch across Covery’s channels and set the visual standard for the brand going forward.
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