To celebrate Tumi’s latest innovation, the Latitude collection, the brand went on an epic journey around the world on a single degree of latitude with Alexander Skarsgård. The campaign tested Latitude’s superior design and functionality, with each attribute represented by a stop on the journey across Hungary, Italy, Washington and Mongolia.

This campaign’s focus on a non-stop journey on a single degree of Latitude showcases the collection’s ingenious design and ability to perform no matter the landscape, climate, or culture.

Tumi’s creative director Victor Sanz tells us about how it all came together.

Tell us how the idea for the Latitude campaign came about.

To celebrate Tumi’s latest innovation, the brand went on an epic journey around the world on a single degree of latitude with Emmy-winning actor, Alexander Skarsgård. The campaign, directed by Augustus Punch, tested Latitude’s superior design, quality, durability and functionality, with each attribute represented by a stop on the journey.

Elaborate on the Tumi Latitude collection – what are the unique pieces, the technology that went into creating them and how are they different from Tumi’s earlier offerings?

Latitude is our newest premium, hard-shell collection and the lightest Tumi luggage yet. The Latitude collection is crafted from self-reinforced poly-propylene, which is an ultra-durable material that is both lightweight and incredibly strong. With Latitude, we wanted to create a collection that offers the best of the best in terms of innovation and aesthetic, which pushed us to improve weight, function, durability and design.

Describe the experience of shooting with Alexander Skarsgård – are there any interesting anecdotes you can share from the making of the video?

Alexander, being the professional and creative that he is, really threw himself into the role and helped develop the character that you see on screen. Off screen, he was really interested in trying out the local foods and meeting the local people in each part of the world we traveled to – from goat stew in Mongolia to goulash in Hungary.

What are the qualities that make Alexander the perfect Tumi man?

He is a true global citizen and an individual that is pushing himself and his craft forward – ideals we embrace here at Tumi.

Which is your favourite of all the locations featured in the campaign, and why?

I really loved the portion in Mongolia, where Alexander faces the elements with Latitude while traveling by train, car, and camel. You can feel his determination to get to his destination and then the plot becomes romanticized when he spends the evening under the stars before finding his mission objective and returning to Hungary.

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