Tumi Film ID Lock

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ID Lock

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Film
Market United States
Production The Collective @ LAIR
Director Thor Raxlen, Steven Weinzierl
Released July 2017

Credits & Description

Advertised brand: Tumi
Advert title(s): Global Locator
Production Company: The Collective @ LAIR, New York, USA
Co-Directors: Thor Raxlen and Steven Weinzierl
DP: Derek McKane
Producer: Marcia Normande
Executive Producer: Theresa Loguercio
Editor: Julio Alvia
3D Artist: Steve Sullivan
Casting: Tamara Normande Chada
Tumi Global Art Director: Jay Soysal
Published/Released (Month, Year): July 2017

NY-Based creative content studio The Collective @ LAIR and Tumi today launched the multi-media, worldwide campaign for the latest fleet of products from the internationally-recognized, luxury luggage brand. The campaign uses cinematic live action and sleek motion graphics to feature Tumi’s new patented technologies, Global Locator and ID-Lock, which allow for everything from GPS tracking to protection from identity theft in wallets, laptop cases and suitcases. Co-directed by LAIR Creative Director Thor Raxlen and Director/Designer Steven Weinzierl, the campaign uses minimal, clever graphics and composed live action to showcase the cutting-edge technology, utility, and aesthetic of Tumi’s new line.