International travel and lifestyle brand TUMI is all set to launch its global campaign ‘Built for the Journey.’ The campaign will chronicle the personal and professional journeys of four world-renowned sports and entertainment professionals called the TUMI Crew.
Helmed by film director Jessy Moussallem, the campaign will include short films featuring footballer Son Heung-min, singer-songwriter Gracie Abrams, actor and recording artist Anthony Ramos, and McLaren Formula 1 driver Lando Norris. The series will capture their multifaceted passions and their drive to be on the move. The Crew will showcase the 19 Degree Aluminum, Tegra-Lite and McLaren collections through each campaign chapter.
The first story starring Heung-min, releasing on September 15, will emphasize on what it takes to achieve professional success. The remaining three docu-campaigns will debut September-October. Gracie Abrams’s documentary will highlight her first international tour and feature her journey to Paris. The campaign was inspired by her song, “For Real This Time.” Anthony Ramos’ narrative, on the other hand, will highlight his journey of self discovery to Puerto Rico and the special connection he felt to the island and his heritage. He also recorded a song inspired by his trip with TUMI, titled “Maleta” which means bag in Spanish.
The final installment will spotlight the newest TUMI | McLaren Carbon Fiber CFX collection with McLaren F1 driver Lando 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.
TUMI says this campaign celebrates the resiliency of the human spirit and embarking on new adventures which is core to TUMI’s DNA.