Rosario Dawson shows the versatility of Tumi bags in lifestyle ads
Actor Rosario Dawson is more than just a screen presence, and her multiple professional and personal roles are on display in a campaign for Tumi bags.
Rosario Dawson for Tumi
The travel lifestyle brand has launched a female-driven global campaign to coincide with the introduction of its newest women’s collections.
Creatively led by EP+Co, the digital campaign is anchored around content created by director Allen Coulter, edited by Cut+Run’s Gary Knight and featuring actor and activist Dawson. The videos follow her journeys while highlighting the many different personas she takes on within her life. From her home to the boxing gym, to the music club to the boardroom, Dawson does it all, and all with the new Voyageur and Georgica line of bags.
Dawson’s calmly confident voice over states: “There is no single path…every leg of every journey pushes us further than we ever thought possible…because when one journey ends, another one begins.”
The content celebrates how every woman – no matter what path she takes – can shift appearance, location, and motivation every day, breaking barriers and never having to settle in just one role.
The integrated campaign also features a full product website, designed by EP+Co, in addition to social and digital content.
Content created with:
TUMI
Find out more
EP+Co
Working from SC and NY, we’re filled with talented people & equipped to handle any job: digital, experiential, social/content marketing, direct, video/audio...
Find out more