TUMI / HERITage campaign

BACKGROUND///

When the Rolex of travel turned 40, they didn’t want a retrospective. They wanted a momentum check. TUMI built its legacy on obsessive detail, ballistic nylon, and a no-compromises approach to performance.

For their 40th Anniversary, we helped shape a campaign that honored that legacy. Inspired by CEO Jerome Griffith’s mantra—“The end of one journey inspires another. We tend to stay in motion.”—we built a brand story in constant orbit. Time wasn’t just a theme. It was a design principle—spinning forward.

With cyclical visuals and layered storytelling, we positioned TUMI not just as a status symbol, but as a companion built for every chapter still to come.