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For the journey you're on

Tumi Women's Campaign

Client

Tumi

Credits

John Cornette, ECD
Taylor Lucas, ACD
Kim Froude, ACD
Ruven Afanador

My Role

Digital Strategy
Design & Layout
Interaction Design

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Overview

Tumi launched their new women’s line with a campaign following one woman through four different journeys. I led the design of the digital experience that supported and extended the campaign.

The Opportunity

How could we demonstrate Tumi's new collection was as versatile and varied as the women who carry them?

The campaign features Rosario Dawson, shown in four different personas with four different product collections. I concepted a web experience that allows users to explore the different collections and follow the journey of each persona, seamlessly blending the narrative of the personas with a modern ecommerce experience.

An image showing Rosario Dawson in 4 unique styles
A portrait of Rosario Dawson dressed as a boxerA portrait of Rosario Dawson dressed as a rockstarA portrait of Rosario Dawson dressed formally as a businesswoman
Choose Your Own Path

The digital experience allowed users to easily navigate the different personas and shop the products. Each persona was also supported with a landing page that followed her journey.

A collection landing page for the Tumi Women's collectionA collection landing page for the Tumi Women's collectionA collection landing page for the Tumi Women's collectionA collection landing page for the Tumi Women's collectionA collection landing page for the Tumi Women's collection
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