Pink October commercial
Carry Hope
For Pink October 2026, the Saudi handbag brand BAGS partnered with Zahra Breast Cancer Association to launch HOPE, a special-edition handbag whose sales proceeds go in full to Zahra. The campaign is 100% Essence work: Essence Adverts built the idea, Carry Hope, our sister production house Starcut Films, part of the Essence network, shot the film, and our in-house post house edited and finished it. HRH Princess Reema bint Bandar Al Saud supports Pink October and carries the HOPE bag in support of the campaign.
- Client
- BAGS × Zahra Breast Cancer Association
- Industry
- Fashion & handbags, Saudi Arabia
- Services
- Idea by Essence Adverts, production by Starcut Films, post-production in-house
- Date
- October 2026
A bag you carry. A hope you hold on to. Carry Hope works on two levels at once: carrying hope as a belief, and carrying HOPE, the bag itself. The emotional meaning and the product become one idea.
Emotional, not sad.
How does a fashion brand talk about breast cancer without making a sad film, or one that looks like every other awareness ad? We set aside the familiar clichés, hospital corridors, diagnosis scenes and forced tears, and treated the HOPE bag as the hero of the story, never a product placed at the end.
The film had to feel like a BAGS fashion film first: elegant, feminine, contemporary, Saudi and quietly hopeful, built on strength, solidarity and confidence rather than pity or fear.
Intimate, elegant, hopeful.
The film stays close to one woman in one beautiful interior, so every detail counts: the performance, the styling, the art direction, the light and the way the HOPE bag is carried. It feels like a BAGS fashion film from the first frame to the last.
The story closes on a minimal black frame with the message that matters most: 100% of the proceeds from the HOPE bag go to Zahra Breast Cancer Association. HRH Princess Reema bint Bandar Al Saud supports Pink October and carries the HOPE bag in support of the campaign.
Idea, shoot and edit, all in the family.
Essence Adverts created the idea, our sister production house Starcut Films produced and shot the film, and our in-house post house edited and finished it. One group, from the first idea to the final frame.
Let's Create Something That Matters.
Every ambitious project begins with a conversation.