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 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.
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.