Responses by Justin Fly, creative director; and Sebastian Lyman, creative director, Anomaly.
Background: As the world reawakens from an unprecedented pause, we wanted to create a brand statement expressing RIMOWA’s philosophy of Never Still in this new cultural context. Everyone’s relationship with travel has changed so much in the past eighteen months that we wanted to provide a message of hope and optimism for what’s next.
Design thinking: We wanted to mark a new era of travel. After all, we have the opportunity to redefine it in our own way, and that felt exciting to explore.
Aside from the individual stories of Rihanna, Roger Federer, LeBron James and Patti Smith, we also knew that we needed a powerful statement that didn’t feel like a typical advertising anthem. That’s why we chose to work with Patti Smith to create a visual poem. It took the gravitas of a true piece of art by one of the world’s greatest writers to encapsulate the feeling of what it means to finally move again.
Challenges: This campaign is a kaleidoscope of past shoots, current collaborations, “home” footage, remote setups and enormous amounts of trust. For some scenes, we reimagined footage from the initial iteration of the campaign, which we first shot in early 2020. For others, we entrusted teams led by the celebrities and the relationships they already have with artists close to them—people with whom they travel. Not only was this essential to work around COVID realities, but it also ensured natural, truly authentic depictions.
Our main challenge was shaping the overall narrative development and, of course, putting the pieces together. We had to make sure there was cohesion to the collage. Each film has a unique perspective, but we worked to unify them and give them a collective meaning.
Favorite details: We’re proud of how the individual pieces came together to create something more meaningful than the sum of their parts. We’re also happy to have had musical artist Jamie xx develop an original score for the campaign to accompany Patti’s text: a cultural fusion that embodies the brand’s Never Still mindset.
New lessons: The project reflected the perseverance we’ve all had to develop these past couple of years. After so many shoots, reworks, stops and starts, everyone who touched the project learned to build a new layer of patience and determination. Also, the level of teamwork and trust built on all sides—from every client to every production partner. The sheer scale of collaboration that this took is amazing.