TUMI — PERFECTING THE JOURNEY
Repositioning TUMI from a mere luggage company to an experience design brand.
In preparation for their first-ever global brand campaign, TUMI sought to elevate their existing platform called “Perfecting the Journey.” While a series of brand films were the cornerstones of the campaign, a richer product story could be told by bolstering the film with an integrated campaign. This prompted a reevaluation of the entire strategy behind the types of content TUMI produced – and how they all worked together – which resulted in TUMI’s most-viewed brand film to date and a 26% awareness lift.
GLOBAL ANTHEM FILM - LEAD CREATIVE, EDIT SUPERVISOR, SCORE ARRANGEMENT & SOUND - GLOBAL ANTHEM FILM - LEAD CREATIVE, EDIT SUPERVISOR, SCORE ARRANGEMENT & SOUND - GLOBAL ANTHEM FILM - LEAD CREATIVE, EDIT SUPERVISOR, SCORE ARRANGEMENT & SOUND -
MIDDLE EAST/APAC ANTHEM FILM - DIRECTOR, EDITOR, SOUND DESIGN, ORIGINAL SCORE - MIDDLE EAST/APAC ANTHEM FILM - DIRECTOR, EDITOR, SOUND DESIGN, ORIGINAL SCORE -
APAC/KOREA ANTHEM FILM - DIRECTOR, ORIGINAL SCORE - APAC/KOREA ANTHEM FILM - DIRECTOR, ORIGINAL SCORE - APAC/KOREA ANTHEM FILM - DIRECTOR, ORIGINAL SCORE - APAC/KOREA ANTHEM FILM - DIRECTOR, ORIGINAL SCORE -
This prompted a reevaluation of the entire strategy behind the types of content TUMI produced – and how they all worked together – which resulted in TUMI’s most-viewed brand film to date and a 26% awareness lift.
GLOBAL CAMPAIGN TAGLINE - COPYWRITER - GLOBAL CAMPAIGN TAGLINE - COPYWRITER - GLOBAL CAMPAIGN TAGLINE - COPYWRITER - GLOBAL CAMPAIGN TAGLINE - COPYWRITER - GLOBAL CAMPAIGN TAGLINE - COPYWRITER - GLOBAL CAMPAIGN TAGLINE - COPYWRITER - GLOBAL CAMPAIGN TAGLINE - COPYWRITER - GLOBAL CAMPAIGN TAGLINE - COPYWRITER -
The strategy work led to the insight that TUMI's well-considered products helped reduce the inevitable friction of the travel experience, in turn contributing to a lifetime of freer journeys. Through a journey with Zoë Kravitz and Lenny Kravitz to their family's home on the island of Eleuthera in The Bahamas, we created a film that explores how exchange between generations defines a life well lived.
GLOBAL CAMPAIGN MANIFESTO - COPYWRITER - GLOBAL CAMPAIGN MANIFESTO - COPYWRITER - GLOBAL CAMPAIGN MANIFESTO - COPYWRITER - GLOBAL CAMPAIGN MANIFESTO - COPYWRITER - GLOBAL CAMPAIGN MANIFESTO - COPYWRITER - GLOBAL CAMPAIGN MANIFESTO - COPYWRITER - GLOBAL CAMPAIGN MANIFESTO - COPYWRITER - GLOBAL CAMPAIGN MANIFESTO - COPYWRITER -
The visual language for this seasonal campaign – called “Horizons” – presents the content captured in conjunction with the films in a style that matches the timelessness of the Alpha 3 product. It was employed in over 250 unique assets appearing across TUMI.com, digital ads, print, OOH, in-store, and both TUMI and talent organic social channels.
CONTENT TEMPLATE DYNAMIC SYSTEM - LEAD CREATIVE, CINEMATOGRAPHER - CONTENT TEMPLATE DYNAMIC SYSTEM - LEAD CREATIVE, CINEMATOGRAPHER - CONTENT TEMPLATE DYNAMIC SYSTEM - LEAD CREATIVE, CINEMATOGRAPHER - CONTENT TEMPLATE DYNAMIC SYSTEM - LEAD CREATIVE, CINEMATOGRAPHER - CONTENT TEMPLATE DYNAMIC SYSTEM - LEAD CREATIVE, CINEMATOGRAPHER - CONTENT TEMPLATE DYNAMIC SYSTEM - LEAD CREATIVE, CINEMATOGRAPHER -
The four-month campaign resulted in a 26% awareness lift, with the hero film garnering 181.2M impressions (+24% over plan), 64.8M video views > :03 (+125% over plan), 34.8M video completions, and 313.7k total clicks to site (+233% over plan).
— P.S.
To round things off, TUMI Asia sent Chris Pratt to Hong Kong for a massive public appearance at their flagship store, and wanted to make a film to tease the event and celebrate Hong Kong.
The only challenge was... they had only booked a photo shoot. So the following video was completely stolen from a photography set 💀
CHRIS PRATT x TUMI HONG KONG FILM - DIRECTOR, CINEMATOGRAPHER, EDITOR - CHRIS PRATT x TUMI HONG KONG FILM - DIRECTOR, CINEMATOGRAPHER, EDITOR - CHRIS PRATT x TUMI HONG KONG FILM - DIRECTOR, CINEMATOGRAPHER, EDITOR - CHRIS PRATT x TUMI HONG KONG FILM - DIRECTOR, CINEMATOGRAPHER, EDITOR -