TUMI, the leading global travel and lifestyle brand, announced today the brand’s latest addition to its lifestyle offering with a dynamic limited edition collection in collaboration with Oklahoma City Thunder Point Guard and 2017 NBA MVP, Russell Westbrook. Westbrook, known for his ferocity on the court, as well as his generosity to his community and bold fashion sense, designed the collection to captivate travellers and athletes alike.
Leading the way as the fashion innovators this campaign beautifully captures a simplistic photo-shoot style film, connecting a cohesive link between the sport personality Russell Westbrook to the TUMI brand. Directed by Glassworks Amsterdam, rising star Alexander Pattinson. Pattinson’s technique features three-dimensional elements with smooth 180-degree ballistic movements, preliminary focusing on the icon and product. Music composed by Jim Baron is an anthemic vibe balanced with interesting live action textures, the integrated tones produced a seamless and upbeat track. The film was shoot location in L.A., California over two days.
The TUMI x Westbrook collection is made up of an International Carry-on, Double Expansion Travel Satchel, both the Morrison and Warren Backpacks, Jetsetter Tote, Hanging Travel Kit, and the Westbrook Dangler. Each piece within the collection features Westbrook’s personal mantra, “Why Not?” providing a reminder of empowerment and perseverance.]
Creative Agency: Glassworks Amsterdam
Director: Alexander Pattinson
Writer: Alexander Pattinson, Darren Macpherson
Head of Production: Anya Kruzmetra