Johannes Leonardo


Reminding travelers that there’s always something new to discover.

Tumi were introducing a colorful range of bags designed for the traveler. Could the product be used to inspire a campaign and the traveller at the same time?

For Tumi’s colorful T-Tech range of adventure gear, the inspiration was in the product. We extracted the single most important insight behind the product line: that although traveling can mean slightly different things to different people, at its heart it’s always about discovering something new. This simple truth was brought to life through a dramatic and disarming two-color visual approach inspired by the product that allowed the audience to viscerally experience the core brand message - a new world awaits.