Creative in association withGear Seven

Go on the Perfect Journey in Erwin Penland's New Campaign for Tumi

Advertising Agency
New York, United States
The campaign focuses on aspiration and features Lewis Hamilton, Nick Fouquet, Camille Rowe and Mark Gonzales among others

Tumi is elevating travel yet again with the 19 Degree Collection, its most elegantly crafted and coveted piece to-date. The campaign features the brand’s first ever Aluminum collection, available Nov 1st, and its polycarbonate counterpart is available now.

The campaign is all about being aspirational. The campaign follows respected influencers (within their industry/trade) on what they defined as their perfect journeys.

The campaign strives to blend flawless functionality with a spirit of ingenuity – Tumi is committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions.

Influencers include, but are not limited to:

Lewis Hamilton - #1 Formula 1 driver in the world

Nick Fouquet – LA-based celebrity hat maker

Camille Rowe – French-American model

And Mark Gonzales – Pro-skateboarder (pioneered street skateboarding)

The 19 Degree collection is geared towards “The Modern Explorer” – appreciators of craft and design who are always looking to be inspired and explore something new. The campaign will be seen globally on various Social channels, including Facebook and Instagram, OOH, Print, and Digital.

“The Tumi 19 Degree collection is incredibly designed and engineered for people who spend their life in constant motion,” said John Cornette, EVP, Executive Creative Director at Erwin Penland. “This campaign is all about portraying truly unique individuals with their own journeys, needs, successes, and desires, but all whom require the same attention to design and (more importantly) functionality from their bag…with the help of our amazing client partners, and each director, we were allowed to take an unconventional approach in creating a series of films that felt as unique as each of our subjects.”

“This campaign explores elevating yourself as an individual. We’re following a cross section of fascinating individuals to understand what moves them, by taking us on their perfect journey,” said Heather Gorman, VP of Marketing at Tumi. “Every journey is different, every film looks and feels different, should be different. These journey’s challenge, inspire, ground, liberate us to continue pursuing life.”

Agency / Creative
Post Production / VFX
Music / Sound