High-quality business and lifestyle brand TUMI has recently launched its new Alpha series, showcasing its design philosophy through the exciting interpretations of Formula One world champion Lando Norris and Asia-Pacific brand ambassador Wei Daxun. This advertising campaign emphasizes the simplicity and precision of the product design, tailor-made for modern travelers.
The advertisement is directed by Alice Schillaci, with Reto Schmid as the cinematographer. In the narrative, Rando Norris portrays a character preparing for a mission, with shots that capture the tension of the action story, highlighting his commitment to preparation. Norris states: When you're in a crucial moment, it's essential to be fully focused. The Alpha series is designed for this mindset..
The same philosophy continues in the advertisement featuring Wei Daxun. Directed by Pan Zhiwei, this film showcases Wei Daxun navigating through a modern minimalist space, highlighting the fluid design of the Alpha series. In the film, Wei Daxun mentions: The design of the Alpha series is meticulous, with every detail carefully considered for the needs of travelers..
TUMI's Global Creative Director, Victor Sanz, stated that The Alpha series sets a new standard for modern travel, focusing on how it complements the user's journey. Landon Norris and Wei Daxun embody the essence of this generation of travelers.
In two advertisements, the innovative design of the Alpha series shines through. This collection features FXT™ elastic nylon and incorporates multiple practical elements, like streamlined pockets and a silent magnetic closure system. The core products include a bi-directional expandable carry-on suitcase, a TUMI briefcase™, and travel bags, all crafted with the intention of facilitating seamless travel.
To celebrate the launch of the Alpha series, TUMI has specially introduced Ultra Blue, a striking electric blue featured in specific placements on six iconic products. This design is intended to symbolize the brand’s relentless pursuit of innovation and excellence, with each item in the Alpha series aimed at enhancing every moment for travelers.
