## Tumi "The Perfect Journey"

### **The Problem:**

People thought TUMI was the brand for frequent flyers and boardroom regulars. We needed to drive brand awareness and change the perception from “practical” to premium—from functional to fashion-forward.

### **The Truth:**

**‍** Modern travelers don’t just pack bags—they pack _identities_. (Yeah, that’s deep.) For them, luggage isn’t just about utility; it’s about aesthetics, aspiration, and telling the story of where you’re going and who you are.

### **How We Built Belief:** ‍

We launched “The Perfect Journey,” a global campaign featuring 19 unique travel films by 19 directors, elevating real stories over product placement and positioning TUMI as a companion to meaningful experiences—not just business trips.

### Digital Hub

Films drove to a digital hub that featured all the films as well as in-depth details about the 19 Degree bag.

### Social

Influencers teased the launch of the 19 Degree with social posts about their perfect journey.

### Print

The texture of the 19 Degree bag is stunning, so we decided to show it off.