TUMI SS19
Product prints and color ways for the season were inspired by the term “Expedition”. This season consisted of three tiers of content; campaign, seasonal and various forms of product photography. Each tier was strategically captured in a way that could compliment the others or be elevated enough to stand alone. Various combinations of tiers were applied to all visual touch points throughout the brand globally from January through June.
CAMPAIGN
included stills with talent, landscape plates, a 3 minute film, and social cut downs.
Seasonal Photography
The goal was to evoke the feeling of going on an expedition or adventure while being location agnostic so the imagery could pair up with campaign content or live on its own, keeping product in focus. Shot wide to accommodate for extreme horizontals and verticals across 360 brand touch points.
Shot at Amangiri in Utah.
Photographer: David Prince
Stylist: Kate Jordan
Product Photography & Video
With many different products to message, images requested that had a smaller end use were captured in this tier to pair with location plates. We captured artful group shots, packed out silos and detail shots illustrate features. We also captured product feature videos for a collection relaunch.
Photographer: Jamie Cary
