TUMI makes high-end luggage and travel accessories—known for their quality craftsmanship, durability, and designer styles. Their marketing had been primarily based on selling through their own website and retail stores. One blind spot was how to communicate the product’s value to customers on an e-commerce platform like Amazon.
One collection, their 19-Degree line, was lacking video and photo assets to cross-sell the many colors and sizes available on Amazon. I developed the concept for this photo/video shoot as a way to tell the story of the 19-Degree Collection by highlighting features specific to this line, and taking photos that showcase the many color and size variations.
THE PROBLEM
While TUMI was able to provide us with many great assets to work with, they didn’t cross-sell their products well, or help customers understand the collections and how each collection contained many different types of luggage that could be purchased together.
THE SOLUTION
The proposal was to shoot their newest collection, 19-Degree, in a way that highlights the many different pieces. In this case, different colorways and sizes. We custom-built a studio set that allowed the products to pop off the screen and then shot a series of group photos, single photos, and a collection video.
VIDEO
PHOTOS
