Role

I developed the creative direction for Tumi’s “Silver Holiday” campaign, showcasing its latest holiday collection of wallets, handbags, and premium suitcases. I worked closely with our set designer to ensure the set reflected the luxury of Tumi’s products.

 

Insight

Amid seasonal overstimulation, noise, and fleeting holiday trends, true luxury is defined not by loud celebration but by calm, precision, and tactile perfection. Modern luxury travelers and discerning gift-givers seek understated distinction and impeccable craftsmanship—qualities that bring composure, order, and refinement to every journey—rather than festive novelties.

 

Idea

‘Silver Holiday’ presented Tumi’s new products through a premium, sophisticated lens. The visual aesthetic combined curated set design, minimalism, and a winter palette, with detailed macro shots highlighting texture. The final creative assets ran in paid social ads and on the website.