CASE STUDY

A historic French luggage brand reimagining modern travel. Known for its timeless design and smart functionality, Delsey creates suitcases and travel accessories that balance form, function, and innovation.

Client

DELSEY PARIS

https://int.delsey.com

Project

Social Media Takeover Campaign

”New Horizon World Tour”

OVERVIEW

The „New Horizons: World Tour 2024“ was a six-month Instagram takeover campaign developed by VISUALPLEASURE in partnership with DELSEY Paris. What started as a request for a traditional travel-based content production turned into something entirely different. A platform project built around creativity, inclusion, and long-term brand relevance.

DELSEY initially asked us to document a roundtrip through selected countries, shooting their products on the way, similar to how previous takeover partners had approached it. But if this campaign was meant to be a true takeover by VISUALPLEASURE, we felt it had to reflect who we are and what we set out to do from the beginning: showcase and support selected artists and creatives around the world.

Instead of traveling ourselves, we proposed a new strategy. We would send the product on its own world tour, placing it in the hands of 24 artists across 24 countries. This allowed us to redirect the budget from a centralized production into dozens of local collaborations, giving space, visibility, and creative control to each artist.

Each artist brought not only their creative vision but also their own audience. That reach was key. By distributing the campaign across individual networks, we multiplied visibility far beyond what a single account could achieve.

The content didn’t just live on DELSEY’s platform. It traveled further, through personal circles, local scenes, and creative communities around the world.

To extend reach even further, we created additional weekly content on our own channel. For every featured country, we posted top 10 lists of local artists, venues, and accommodation-Three dedicated posts every week. This brought the campaign to more than 30 curated touchpoints per country, totaling over 700 across the full campaign.

This was not just an aesthetic takeover. It was a structural shift. A way to open DELSEY up to the global creative community in an intentional, credible way—using our platform, our strategy, and our audience to build a bridge between commerce, culture and art.

THE CHALLENGE

DELSEY approached us to lead a global Instagram takeover, aiming to build visibility through travel-based storytelling. Their initial brief followed a familiar structure: send a creative team on the road, shoot the product in a few destinations, publish content over several months.

But for us, a takeover had to mean more than a shift in visuals. It had to reflect the values of VISUALPLEASURE — supporting artists, building cultural links, and opening platforms to new voices. The task became twofold: deliver a global campaign that could raise brand awareness, while staying true to our mission of sharing space, reach, and opportunity with others.

We had to rethink the format. Not just deliver posts, but build a structure that made space for collaboration, inclusion, and long-term relevance.

This campaign was made possible by an unusually open, trusting collaboration between DELSEY and our studio.
A shared belief in the value of creativity and confidence.

STRATEGY / DIRECTION

We built a campaign system, not just a visual concept. Each week, a DELSEY suitcase was sent to a new country and placed in the hands of a local artist. Every artist created three original visuals: two for DELSEY’s feed, and one for VISUALPLEASURE. The title image that introduced our weekly top 10 carousel. This created a clear rhythm across both channels, with creative control placed where it mattered: in the hands of the contributors.


On DELSEY’s feed, each week followed a consistent format:

• Two feature posts presenting the artist of the week

• One post highlighting a venue or stay from the same country

• One final recap to close out the week and transition to the next

• After every four weeks/countries: a continent recap post, showing a DELSEY suitcase with new stickers added, one for each country visited so far.

By the end of the campaign, the sticker animation had built into a full 24-country wrap-up; a clean, symbolic way to close the loop.


All content was supported by interviews, context-driven captions, and monthly blog articles on DELSEY’s travel site. We handled artist outreach, briefing, and direction, ensuring every creator worked within a clear framework, while still making it their own.


On our side, we posted three Top 10 lists every week: artists, venues, and accommodations. Each post served as a reference, a recommendation, and a cultural access point for a broader audience. Combined, the campaign delivered over 700 curated brand touchpoints — across DELSEY’s platform, our own, and the networks of every person involved.

To amplify reach, both DELSEY and VISUALPLEASURE continuously cross-shared posts in their Instagram Stories, creating a constant interplay between channels. This mutual exposure helped drive engagement back and forth between our communities and maximized discoverability for everyone involved.


The strength of this campaign wasn’t in volume. It was in structure. One model, repeated with care, allowed DELSEY to step into the art and design world in a way that felt earned and left space for others to be seen.

https://int.delsey.com/de/blogs/travel-blog/

PRODUCTION

The entire campaign was produced and managed by VISUALPLEASURE. From initial concept through to rollout.

We oversaw the full artist coordination process: selecting, briefing, and supporting 24 creatives across 24 countries. Every artist worked within a defined format but retained the freedom to interpret the DELSEY product in their own voice and setting.

To ensure consistency across the campaign, we developed a fixed weekly structure for DELSEY’s channel and mirrored that rhythm on our own. Each post was delivered fully edited, captioned, and formatted for social. Feed, story, or reel. All visuals met brand guidelines while still feeling rooted in each artist’s aesthetic.

In parallel, we managed our own publishing schedule. Every week, we produced three additional carousel posts: Top 10 artists, venues, and accommodations — each linked back to the campaign and designed to drive further engagement.

Across both accounts, all posts were supported with coordinated story reposting, cross-tagging, and community interaction. We maintained the rollout pace for six months straight, delivering over 700 content assets, all adapted for multiple channels and markets.

The setup was remote, distributed, and highly controlled. A campaign that relied less on centralised travel and more on structure, clarity, and trust in the creatives we brought in.

GLOBAL COLLABORATION

At the heart of New Horizons: World Tour was a clear commitment: give space to artists around the world, and let the campaign be shaped by their voices.

We didn’t build a theme and look for contributors to match it. We built a structure that could adapt to each artist and used that structure to travel, digitally and culturally, across 24 countries.

Every artist was chosen for their unique perspective, creative integrity, and connection to place. From Morocco to Melbourne, Costa Rica to South Korea, each contributor brought more than visuals, they brought context. Their work didn’t just feature the suitcase; it reframed it inside their own world.

This wasn’t a “global campaign” in name only. It was built through actual participation, with every week introducing a new artist, new city, and new way of seeing. Across both DELSEY’s and VISUALPLEASURE’s channels, we treated each collaboration as a highlight, not a variation.

Behind every image was a real creative exchange. A conversation. A decision to trust artists not just to represent the brand — but to redirect it, momentarily, through their lens.

PERFORMANCE

Over the course of the campaign, New Horizons: World Tour delivered strong, measurable results across visibility, engagement, and community growth.

• 126 campaign posts

• more than 8 million combined impressions

• 11.19% average engagement rate on Delsey’s Feed

• more than 900,000 total combined interactions

PARTICIPATING ARTISTS

Oceania / Australia

New Zealand: Katya Brook @kboook
Tasmania: Adam Gibson @adam.gibson.photo
Melbourne: Hattie Molloy @hattiemolloy
Sydney: Juliet Taylor @juliettaylor

Asia

Japan: Yuma Yamashita @yuma1983
United Arab Emirates: Abdulla Elmaz @abdullaelmaz
South Korea: Songintak @songintak
Indonesia: Ryan Tandya @ryantandya

South America

Chile: Mairo Arde @mairoarde
Brazil: Gleeson Paulino @gleesonpaulino
Argentina: Sofia and Mauro @sofiaandmauro
Colombia: Natalia GW @nataliagw

North America

USA: Le Fawn Hawk @lefawnhawk
Canada: Carl Ostberg @carlostberg
Mexico: Edith Diaz Rivera @edith.diazrivera
Costa Rica: Ollie Wan @o1iwan

Africa

Morocco: Ismail Zaidy @l4artiste
South Africa: Gavin Goodman @gavin_goodman
Egypt: Ahmed Othman @ahmedothman._
Ghana: Nana Yaw Oduro @the.vintage.mason

Europe

Portugal: Ruben Branches @rubenbranches
Denmark: Ken Hermann @kenhermann
Spain: Andoni Beristain @andoniberistain
Germany: Vincent Schwenk @vincentschwenk

Sky Series Artist

Eric Cahan @ericcahan

VPStudio Team

Editorial: Erica Nichols @ericajnichols
Photography: Jan Wesselmann @janwesselmann
Social Media: Olga Derksen @olgaderksen_

Thank you