Dubai News at your Fingertips!
United Arab Emirates (September 2020) — TUMI, the leading international travel and lifestyle brand, released today its latest global campaign featuring the exceptional 19 Degree collection.
TUMI’s most iconic collection, 19 Degree was born from the brand’s unquenchable desire for innovation and exploration of new materials, producing a collection that is the pinnacle of travel gear. 19 Degree conveys the long-standing notion that travel is not just a utilitarian experience; it emotionally connects travelers to their own unique journeys like never before. To capture the true essence of this sentiment, TUMI has distilled what it means to travel and connect in the captivating new 19 Degree – The Angle of Strength campaign.
With every detail considered — from the very specific type of aluminum used to an eye-catching and easily identifiable 19 degree patterned design — the attention put into its creation mirrors the attention it grabs. 19 Degree shows us that strength may come from unexpected places — inner resolve, well-defined structure or sometimes, from the unique perspective of seeing the world at a different angle than everyone else. True strength is more than just physical, it’s a way of understanding the world; an artistic statement on the possibilities of function, form and strength. With this strength at its core, 19 Degree is truly a monumental collection designed to awe, inspire and transport.
“19 Degree has always been at the crossroads of architecture and movement,” says Victor Sanz, TUMI’s Creative Director. “The elevated 19 Degree collection not only performs best-in-class but looks beautiful and tells a story while performing. We wanted to continue this expression by visualizing it through our new digital CGI campaign, which evokes a new perspective on travel and art.”
This campaign, created with intricate CGI technology, showcases 19 Degree as an artful object worthy of contemplation. Large-scale sculptural forms reference the beauty and strength of the collection’s stunning exterior and intelligent interior, while smartly tying back to its unique 19 degree angle. In the campaign video, TUMI creates new spaces from the familiar and renders a world that is strong, distinctive, evolved and beautifully stylish to behold. A new landscape for a new story to unfold — the journey of two people traveling towards each other as we follow them from dawn to dusk.
To create this CGI campaign, TUMI collaborated with creative agency Spring Studios to concept and produce the campaign as an homage to the architectural strength and iconic design of the 19 Degree collection. Photographer and director Mauricio Sierra first shot models and the 19 Degree collection against a green screen. For post-production, Bonfire, a digital production agency, composed the edit and created the futuristic landscapes that appear in the final film, while Industrial Color put the finishing touches on the photography.
Coming later this fall, TUMI will launch a new style within the 19 Degree collection for the first time since its inception. Introducing the 19 Degree Aluminum Rolling Trunk, a new silhouette that provides an entirely different packing solution to suit a new traveling attitude. This brand-new concept is designed like a portable closet with innovative collapsible interior dividers to pack in an organized fashion or can be simply converted to offer a single spacious and deep packing space. This larger trunk is ideal for longer trips, or when two are traveling together. A true statement piece, this style will serve as a functional space to organize your belongings while traveling or can even add extra shelving space to your closet while at home.
19 Degree is currently offered in Aluminum and in a supremely lightweight Polycarbonate material exclusively available in Asia Pacific and the Middle East. Both Aluminum and Polycarbonate assortments come in a range of travel sizes including International and Continental Carry-Ons as well as Short Trip and Extended Trip Packing Cases. The 19 Degree collection is available at www.tumi.ae for UAE orders or www.tumi.sa for KSA orders
and TUMI retail stores worldwide.
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