This year’s campaign for RIMOWA premium luggage sees a natural evolution in storytelling from the German brand. As people look more and more to travel as not just a means for personal advancement but also a catalyst for inner transformation, this fourth chapter of the “Never Still” campaign brings to life the inspiring stories of a new set of global icons. First, world class athlete Sir Lewis Hamilton, who, alongside a long career traveling around the world with Formula 1, continues
to remain open-hearted and inspired by the new places he visits and people he meets.
Next, global K-Pop superstar Rosé brings a fresh perspective to the meaning of home and what is truly important in a life of purposeful travel.
And finally, there’s football prodigy Kylian Mbappé, whose inspiring activities both on and off the pitch have created a wave of change for young people around the world.
This anthem spot includes scenes featuring Hamilton (directed by Ebeneza Blanche of production house SMUGGLER), Rosé (directed by Fenn O’Meally of SMUGGLER) and Mbappé (directed by Harrison Boyce of Group Thrpy).
Together, these global icons’ progressive mindsets and purposeful travels create ripple effects that move themselves and the world forward. The campaign has been scored by globally renowned composer, Hans Zimmer—marking his second collaboration with the brand this year.
Camilla Harrisson, CEO, Anomaly London, said, “This fourth chapter of ‘Never Still’ perfectly encapsulates not only the spirit of RIMOWA but the brand’s philosophy on purposeful travel. In a considered step change, this year we celebrate three iconic owners who travel not just to better themselves, but to create impact in the world around them.”
CreditsClient RIMOWA Agency Anomaly London Paulina Thompson, head of strategy; Leo Marks, Sebassan Lyman, group creative directors; Lyndarn Harrison, creative (art director); Becky Ross, creative (copy); Behrad Taherparvar, Jonty Harbinson, group design directors; Peggy Want, Kelly Satchell, Ben Gilpin, design directors; Peter Andrea, creative visualizer; Clare Sullivan, executive producer; Savannah King, producer; Miles Hempleman-Adams, production coordinator. Production SMUGGLER Ebeneza Blanche, director (Sir Lewis Hamilton portion); SMUGGLER Fenn O’Meally, director (Rosé portion); Group Thrpy, Harrison Boyce, director (Kylian Mbappé portion) Editorial Cabin LA/London JoJo King, editor. Online Post Absolute Post Color Grade The King of Birds Aurbrey Woodiwiss, colorist; Music Hans Zimmer, composer. Sound Design & Mix Raphael Ajuelos, sound designer/mixer; Ines Adam, Nathan Bonetto, foley.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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