TUMI announced the release of a global
campaign to coincide with the launches of TUMI’s newest women’s collections, Georgica and
Mezzanine , and the Fall 2018 launches of key collections, Voyageur and Mariella .The campaign features one woman, played by actress, producer and activist Rosario Dawson, embodying four different personas.
Each mode features vastly different ambitions, appearances and
bag styles, but there’s one thing they all have in common – each is on their perfect journey. Directed
by Allen Coulter, the campaign follows each of these personas on individual journeys with a TUMI
women’s bag in hand and blends them together s eamlessly to become one unique journey.
We open to our TUMI woman at home, about to begin her day. She heads to a gritty warehouse gym,
takes her boxing gloves out of her Voyageur Colina Duffel and steps into the ring. You can see that
she’s been training for a long time - the dedication in her eyes, the bruises on her hands and the
sweat on her brow. There’s beauty in her strength and she’s prepared for anything that comes her
way.
We follow her as she transitions to her Georgica Yvonne Carry - All and moves confidently through a
professional setting, leading a group of investors. She’s unstoppable and up for any challenge. She
shakes her colleague’s hand from the head of the conference room table to seal the deal. She’s
driven and will never settle in her pursuit of excellence.
Full of energy and ambition, our TUMI woman carries her Mezzanine Joan Backpack with her as she
heads backstage to cultivate her passions. She’s dynamic and inspired. We see her sharing her
ideas with the band and watches them play back, falling deep into the music. She’s courageous with
her creativity.
Finally, she’s an eccentric taste - maker at the top of her game, giving direction at a photoshoot. She
has powerful opinions and drives those ideas further. The only thing that’s as strong as her ideas is
her sense of style. Her Mariella Vivian Tote makes a bold statement. She leads her team with
confidence at all times.
“Being a part of this TUMI campaign has been an incredible experience,” says Rosario Dawson. “I’ve
loved expressing each of these personas, creating bold statements and communicating powerf ul
actions through each journey.”
“With this campaign, we wanted to follow the spirit embodied by each of these personas, revealing
one amazing, strong, resilient, intelligent woman,” says Victor Sanz, TUMI’s Creative Director.
“Partnering with Rosario to present this incredible woman to the world was an amazing experience.
This woman inspired us and represents all the women breaking barriers and living in multiple modes
around the world.”
Georgica, Mezzanine, Voyageur and Mariella will be offered in a ra nge of styles, sizes and colors and
will be available TUMI retail stores worldwide and on TUMI.com.
