TUMI has partnered with music icons, Lenny and Zoe Kravitz, for its latest global push captured in the Bahamas and celebrates journeys.
International travel and lifestyle brand, TUMI, has released its latest global campaign which features singer, designer, and actor, Lenny Kravitz, alongside his daughter, Zoe Kravitz, also a musician and actress. The effort focuses on the meaning of personal journeys and is set in the Bahamas.
Directed by Eliot Rausch, the main spot follows the father and daughter back to the place which marks the soul of the Kravitz family. Honouring the passing of tradition, storytelling, and family values from generation to generation, the marque joins the duo on their first film project together.
Depicting an intimate quest to where it all began, it illustrates the strengthening of the bonds that individuals create as well as the supporting role which TUMI plays. Celebrating the journey rather than the destination, the exercise will entail social media, out-of-home, and digital executions.
In 1983, the group introduced its signature Ballistic Nylon which revolutionised the travel market. Originally used by the military to protect troops from shrapnel, the ultra-tough material is now incorporated into its designs so its luggage bags can withstand the wear and tear of a life well-travelled.
The company then added its patented U-zip pockets, telescoping handles, dual wheels, Add-a-Bag, expansion systems, and the TUMI Tracer—interior and exterior features for increased convenience while on the move. Now, 35 years later, it has remastered the collection with Alpha 3. Available at stores worldwide and online, the range includes such travel products as backpacks, day bags, accessories, and more.
“With the launch of A3, we took everything we stand for as a brand and pushed it one step further. It has always been a motivator for us to remember our products are what enable these travel stories to continue, and we were thrilled that Lenny and Zoë Kravitz wanted to share their journey with us,” said Victor Sanz, Creative Director at TUMI.