THE HIGH ROAD
SILVERERSTONE, SINGAPORE, LAS VEGAS
A 3-part series, uncovering the TUMI | McLaren collaboration at 3x F1 Grand Prix races across the globe.
SILVERERSTONE, SINGAPORE, LAS VEGAS
A 3-part series, uncovering the TUMI | McLaren collaboration at 3x F1 Grand Prix races across the globe.
RESPONSIBILITIES
- Full pitch creative lead, from ideation, copywriting, design, and presentation to client.
- Styling direction, Art direction.
- Storyboarding & Location scouting.
- Talent scouting & selection. Production team alignment.
- Design of campaign F1 helmet + race suit.
- On-set creative direction.
- Photo + video direction, photo editing, social + article formatting/rollout.
Ft. Lando Norris, .idk, Carrie Wong,
Melvin Israel, Stefan Khoo, Noah Sahady, Autre Fish
- Full pitch creative lead, from ideation, copywriting, design, and presentation to client.
- Styling direction, Art direction.
- Storyboarding & Location scouting.
- Talent scouting & selection. Production team alignment.
- Design of campaign F1 helmet + race suit.
- On-set creative direction.
- Photo + video direction, photo editing, social + article formatting/rollout.
Ft. Lando Norris, .idk, Carrie Wong,
Melvin Israel, Stefan Khoo, Noah Sahady, Autre Fish
CHALLENGE
TUMI approached us to define and capture the essence of new luxury in travel, aligning the longstanding quality in craft which TUMI upholds with the cultural consumer's rapidly evolving lifestyle affinities.
APPROACH
Ushering in a new age of luxury storytelling through travel, we paired TUMI’s industry leading craft & materiality with McLaren’s advanced technology, championing a new age of luxury experience.
Leveraging McLaren's roots in the emerging sport of F1 to structure our campaign from a global perspective, we tapped rising, explorative cultural talent to own our messaging, finding and documenting their personal journey through the insignia of F1 and luxury travel.
