Tumi: Son Heung-Min
Brand
Date
Nov 2024
Description
Tumi profiles professional athlete Son Heung-min in this promotional campaign for their latest collection. The work follows the footballer across an urban landscape and into a training facility, focusing on the intersection of travel and athletic preparation. Produced by FF&Co with agency support from Spring Studios NY, the film utilizes cinematic low-key lighting and fast-paced editing to emphasize movement. The visual language leans into a matte aesthetic, tracking the subject through high-contrast environments as he transitions from city travel to indoor agility training.
Style
Horizontal, Cinematic, Matte
Techniques
Low-key / chiaroscuro
Industries
Context
Advertising Campaign, TVC / TV Commercial
Associated creatives
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