Rimowa‘s newest global brand campaign explores the personal travel perspectives of creative powerhouse Rihanna, NBA superstar LeBron James, 20-time Grand Slam-winning athlete Roger Federer, and legendary multidisciplinary artist Patti Smith.
Created in collaboration with creative agency Anomaly Berlin, the campaign is composed of four individual films completed by integrated stills. It is brought together by one visually distinct hero film, which is narrated by Patti Smith and scored by Jamie xx.
“Like many others, I became accustomed to a demanding travel schedule that allowed little time to appreciate the places I was visiting,” said Federer. “But the pause that came with not being allowed to travel allowed me a new perspective. It gave me a chance to connect with the beauty of my surroundings in a much more meaningful way.”
“Travel as we knew it is over. Now it’s not about how far you go, but why you go. And who you bring along for the ride,” James said in his reflective film. “For the first time in my career, the constant travel stopped for a period during the pandemic. That allowed me to have very rare, uninterrupted time with my wife, my kids, and those closest to me. It gave me a chance to recalibrate and refocus on what’s most important in life, and for me, that’s family.”
