Tumi's Tegra-Lite® comes to hyper-realistic life in a groundbreaking new campaign

TUMI, the leading international travel and lifestyle brand, has launched its first 3D Out-of-Home (OOH) advertisement to showcase the exceptionally durable yet lightweight TEGRA-LITE® collection of hardside luggage. This innovative advertisement leverages the 3D anamorphic billboard technique, which involves manipulating the perspective to create the illusion of a three-dimensional image on a two-dimensional surface. It runs from October 2023 to January 2024 in seven prime locations in Asia-Pacific and the Middle East in the latest example of the brand’s creativity in engaging with customers. 

The 30-second advertisement features various components of a TEGRA-LITE® International Expandable Carry-On coming together in mid-air before the product collides with the surrounding walls, leaving a path of destruction. The striking display of strength and impact performance illustrates the revolutionary Tegris® material that gives the collection its durability and toughness. Created for use in lifesaving armor, protective sports gear and professional race cars, it is consistent with TUMI’s high standards of design excellence and is globally exclusive to the brand for use in travel and accessory products. The woven Tegris® used in the construction of the TEGRA-LITE® collection, which is also highlighted in the advertisement, further adds to its world-class toughness. The long-lasting build and integration of recycled materials also make TEGRA-LITE® a more responsible choice for travel.

TEGRA-LITE® 3D Advertisement at Mandarin Oriental, Jakarta in Indonesia

 “At TUMI, we are always looking to innovate and disrupt in how we reach consumers. We’re thrilled to bring our much-loved TEGRA-LITE® luggage to our first 3D Out-of-Home ad, which demonstrates the strength and resilience of this high-performance collection featuring the ground breaking Tegris® technology.” said Jill Krizelman, SVP Global Marketing and E-Commerce, TUMI. 

The 3D advertisement aims to ignite the TUMI brand in the region while reinforcing its performance luxury roots. It launched in Malaysia on October 1, with Indonesia, the Philippines, Korea, Japan, and Dubai to follow. Each urban location was chosen because it is a top travel destination and among the fastest rebounding countries for inbound travelers.