TUMI Lifestyle Campaign Takes Son Heung-min on a Mesmerising Journey

With the goal to cement TUMI’s relevance in today's travel environment while expanding into the lifestyle space, TUMI and Grey re-evaluated the brand positioning to best showcase the TUMI Difference, a commitment to technical innovation, beauty and design, and effortless utility built for the multi-hyphenate consumer.   

Centred around TUMI's newest product, the 19 Degree Aluminium Backpack, this campaign stars pro-footballer Son Heung-min. The campaign film takes viewers on a mesmerising journey through abstract spaces, each representing the distinct features of the 19 Degree Aluminium collection.

Beyond showcasing a cutting-edge product launch, the Essentially Beautiful campaign serves as a visual manifesto, establishing a fresh and dynamic language for the international and travel lifestyle brand.