TUMI / Heritage campaign

BACKGROUND///

In the world of travel baggage, Tumi is the Rolex of suitcases. Founded in 1975, TUMI takes its name from a Peruvian icon known to its founder from his Peace Corps days in South America. During the 1980's, TUMI's innovative introduction of soft, ultra-functional, black-on-black ballistic nylon travel bags catapulted the company to its current leadership position. 

Over the last four decades, Tumi brand products have been more thoroughly tested than any other competitor in the market. Every Tumi product must pass at least 30 in-house tests before reaching consumers. To mark their 40th Anniversary, I worked with Agency Erwin Penland to shape the story of a luxury brand steeped in quality and innovation. The cyclical movement through time, omnipresent through the entire campaign, was inspired by a quote by founder and CEO Jerome Griffith “The end of one journey inspires another. We tend to stay in motion.”