Product World: Fashion

Oscar De La Renta

Creative Director

Oscar de la Renta’s floral motifs aren’t decoration. They’re a house code, used for decades to express elegance, femininity, and craft. The Tro bag carries that code in a very specific way: a polished, sculptural silhouette anchored by a gardenia that feels like jewelry. The opportunity was to take that iconic detail and build a digital moment that did more than “show the bag.” Something that deepened the meaning, while still feeling unmistakably Oscar.

Scope:
Creative concept and direction, story framework, visual language alignment, product storytelling approach, partner brief direction.

Team:
Joel De La Rosa · Nako Baev· Mauricio Ferreiro

ODLR - Tro Bag Film

Strategy:

We started with the house code, not the format. If the gardenia is part of Oscar’s identity, then it should lead the story. The goal was to create motion that feels couture, controlled, elegant, and never gimmicky. We kept the idea simple: the gardenia comes to life first, then it resolves into the bag. The flower carries the emotion, and the Tro becomes the object that holds it.

The insight was practical. People experience fashion through motion now, and a still image does not always communicate craft or detail at the same depth. So the concept focused on what photography cannot do well: reveal the gardenia over time and build anticipation, so the viewer feels the craftsmanship instead of just seeing the silhouette.

The film is one unfolding moment. It opens tight on the Tro bag’s gardenia, intimate and close, like you’re seeing the workmanship up close. The camera holds long enough to earn attention, then the flower begins to bloom. That bloom is the story. It turns the appliqué into a living symbol and gives the product presence without adding noise.

From there, the bag moves through a spectrum of color options. That lets us show range without breaking the house language. One clear idea carries the whole film: the bloom anchors the emotion and leads the product storytelling.