New ad for luggage brand is an epic slice of cinematic intensity

In the realm of advertising for a luggage brand such as Away, one would typically envision traditional travel marketing showcasing destinations and scenic landscapes. However, American Haiku, a creative agency based in Brooklyn, has taken a unique approach. Their campaign, titled “Travel Changed Me,” shifts the focus to the transformative nature of travel. This concept is vividly portrayed in a 90-second advertisement that is grand and cinematic, reminiscent of Guinness’s innovative “Swim Back” ad from 1998.

The narrative revolves around a woman navigating the waterways and streets of Bangkok, captured on 35mm film by Lukasz Zal, an Academy Award-nominated cinematographer. Initially feeling disconnected amidst the bustling city, she is drawn to a neon-lit Thai boxing ring during a rainy night. Guided by a child, she immerses herself in this world of vibrant sensory experiences. The culmination of the fight’s sounds, the boxers’ movements, and the crowd’s energy sparks a transformative moment within her, symbolizing how travel can unexpectedly reshape us.

Directed by Jordan Hemingway and musician-artist FKA Twigs, the film brings a unique artistic vision to the project. They aimed to present a different perspective, emphasizing that our most impactful travel memories often appear dreamlike, focusing on the moments that leave a lasting impression and shape our identities.

Set in Bangkok, known as the “City of Angels,” the film reflects on the protagonist’s search for meaning and self-discovery, aligning with the campaign’s core message of travel as a journey of personal transformation rather than a checklist of tourist attractions. By highlighting a Muay Thai match as a pivotal experience, the campaign underscores how chance encounters can define our travel experiences.

Away’s “Travel Changed Me” campaign signifies a shift in travel marketing, prioritizing internal growth over external destinations. This narrative aligns with the evolving landscape of travel branding, focusing on introspection and self-discovery. The collaboration with HBO’s series “The White Lotus” further enhances this message, catering to a demographic of women aged 25-40 who view travel as a means of personal development.

The technical brilliance behind the film, including production services in Thailand, expert cinematography, and meticulous post-production work, contributes to its dreamlike quality. The campaign, enriched by a captivating soundtrack and immersive visual effects, will be showcased on Away’s social platforms and e-commerce channels to resonate with their enthusiastic community of travelers.