Rabbit directors Diesel & Alex launch Tumi’s global campaign for Latitude 46 degrees series

Rabbit directors Diesel & Alex recently delved into the world of espionage in this five minute TVC for luggage maker Tumi and its new Latitude series. Teaming up with US agency EP+Co, the campaign stresses that no spy life is complete without a beautiful but rugged suitcase.

Starring Alexander Skarsgård of True Blood and Big Little Lies fame; the ad was shot on location on a single degree of Latitude as it follows him on his secretive mission across the world.

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The 21 days of continuous production moved from the US, to Hungary, to Italy, and finished in Mongolia with one spy, one bag and a very dedicated crew.

Says Lucas Jenner, Rabbit EP and producer of the job: “What an experience… We all had the pleasure of working with an actor in Alexander Skarsgard who came on this journey with an open mind and no agent, a client who allowed us not to stick to a fully pre conceived plan, an agency who trusted us to work with Alexander on adapting the narrative into a story that we are all so proud of and our amazing directors Diesel and Alex who held it all together and made a beautiful emotive film for Tumi all in the wake of some pretty trying production conditions.”

Says Diesel and Alexandra: “We’ve now directed on two campaigns for TUMI – both of which were extraordinary journeys in themselves – discovering places and crafting stories that not only capture the product but the romance of travel itself.

“The idea of a suitcase is freedom; and TUMI as a brand offered us the kind of creative freedom you can only dream of as a filmmaker. It was impulsive, passionate and real.

“The dream team collaborators of EP&Co, TUMI, Rabbit, the wonderfully enigmatic Nicola Pecorini and of course Alexander Skarsgard, who carried us all through each day, were the perfect humans to share this journey with.”

Highlighting the diversity of travel experiences and the durability of the Tumi series; the campaign sees Skarsgård travel by vintage sports car, speedboat, propeller plane, train and camel, all with his unaffected Tumi in tow.

To see more of Diesel & Alex’s work, click here.

Client: Tumi

Music: Samplify: Josh Abrahams & David Carbone