For the upcoming autumn/winter season, travel and lifestyle brand Tumi is launching Built for the Journey, a global campaign that chronicles the personal and professional journeys of four world-renowned sports and entertainment professionals aptly known as the Tumi Crew.
Brought to life by film director Jessy Moussallem, who travelled across the globe to bring the individual’s unique stories to life, the campaign will include short films featuring pro footballer Son Heung-min, singer-songwriter Gracie Abrams, actor and recording artist Anthony Ramos, and McLaren Formula One driver Lando Norris.
The first story was launched on Aug 22 and stars South Korea’s Son, whose journey is about perfecting his craft through repetition and demonstrating what it takes to achieve professional success. Throughout his travels, Son relies on his Tumi 19 Degree Aluminium hardside cases to protect his prized possessions. The remaining three docu-campaigns will debut throughout this month and next.
Abrams’ film (to be launched on Sept 15) will highlight her first international tour and feature her journey to Paris with her durable and sustainable Tegra-Lite luggage, built for her busy life on the road. Ramos’ narrative, which goes live on the same day, will highlight his self-discovery journey to Puerto Rico and the special connection he felt to the island and his heritage.
The final instalment, launching Oct 13, will spotlight the newest Tumi | McLaren Carbon Fibre CFX collection with Norris, who shared his vision for the future. Captured outside London, his story complements the Tumi | McLaren collection, which is built on innovation, technology and design.
Shop the collection and catch the campaign video below:
This article first appeared on Sept 5, 2022 in The Edge Malaysia.