A broken wheel is one of the fastest ways to make a suitcase useless. Floyd fixed that at the product level: the wheels come off and swap, the same way skateboard wheels do. The problem was that almost no one knew it. The feature was there, but the swap had never been shown clearly enough for people to get it.

Our job was to make that obvious. We built the campaign around a pit stop. A wheel that has done its kilometers gets pulled and replaced in seconds, fast, mechanical, satisfying.

It became the most viewed video on the studio’s Instagram for a long time. Other brands reached out to Floyd about partnerships, the project turned into more work together, and it brought us referrals to new clients. Floyd came back to refresh it twice more with new colors and backgrounds. Running the same idea three times tells you how well it worked.