Tumi: Gracie Abrams

Nov 2024

Tumi profiles singer-songwriter Gracie Abrams in a commercial video that captures the intersection of professional mobility and personal creative expression. The narrative follows Abrams through a series of metropolitan environments, transitioning from a high-rise hotel room to active city streetscapes and studio recording spaces. Developed with creative direction from Spring Studios NY and production by FF&Co, the film emphasizes the versatility of the brand's backpack. The visual execution employs handheld tracking shots and natural light to maintain an intimate, authentic pace, documenting the subject as she navigates urban transit and writes lyrics in transit. Through its focus on travel-ready functionality, the project highlights the role of accessories in support of an artist's lifestyle. The cinematic live-action technique leans into rapid motion sequences to mirror the energy of city living.

Horizontal, Cinematic

Natural light

Hotel

Advertising Campaign, Brand Film / Corporate Video