TUMI
Alpha Bravo:
Life in forward motion.
To adapt to a new class of travelers move away from the business consultant persona, TUMI has shifted its focus to a more adventurous audience: multi-talented, globally-minded, and driven to pursue their own definitions of success.
Appearing all over Europe, North America, and APAC markets, this campaign rolled out in four stages and highlights celebrity ambassadors that are truly going places.
Campaign Concept · Platform · Scripts · Print & OOH · E-Commerce · Product Copy · Social Copy
Copywriting included:
1x Global 360° campaign concept
1x Global platform tagline
for a new collection of TUMI bags made from recycled parachutes…
4x Character campaign concepts
4x Hero interviews
4x Hero scripts
4x Product stories
2x Director briefs and
4x Production briefs
for shoots in New York City and London…
Lando Norris
Son Heung-Min
Anthony Ramos
Gracie Abrams
Print and OOH, social captions, collection landing pages, product copy, and more.
