In 2025, RIMOWA entrusted us with the creation of a new campaign to evolve its brand platform: “We don’t build a legacy standing still.”
Rather than simply celebrating accomplishment, we chose to tell the stories that come before every great success — the formative journey, those pivotal moments when everything shifts, and a dream first begins to take shape. We envisioned a two-part campaign, brought to life by inspiring personalities.
The first phase, entitled “Every story starts somewhere,” sheds light on the often-overlooked origins of these remarkable paths. It focuses on those fragile, defining instants when a journey becomes an act of transformation. We see Kylian Mbappé, as a child in his bedroom, the night of the World Cup victory that awakened in him the ambition to make football history; Chappell Roan leaving her native Missouri to follow her inner voice; Lewis Hamilton, standing before the family van where he slept ahead of his first karting races; and Ib Kamara, beneath the acacias of Sierra Leone, dreaming of distant horizons and a world to reinvent.
Through these intimate, universal narratives, the campaign celebrates travel not as a mere act of moving through space, but as a transformative experience — a decisive passage that shapes identity and reveals purpose. RIMOWA thus asserts itself as far more than a piece of luggage: a faithful companion to singular destinies, a discreet witness to the stories that build enduring legacies.
Creation: Philippe & Carl - Art Direction : Philippe RACHEL, Cédric ACERES & Kimdary YIN
Below are three mood videos to illustrate the film that would be produced if the project is approved.
This first chapter of the campaign echoes a second phase, set to launch in the second year. It features the same ambassadors, captured at the very moment they arrive at the place that will profoundly reshape their path. While the first phase told the story of a departure, this one celebrates the arrival: Lewis Hamilton stepping through the gates of Maranello to begin his journey with Ferrari; Chappell Roan arriving at the Pink Pony Club in Los Angeles; or Anya Taylor-Joy setting foot in New York City for the first time after leaving England.
This second campaign explores the journey not as mere movement, but as an initiatory and transformative process. Each destination becomes a place of metamorphosis—where identities are redefined and futures are forged. It closes with a promise: SOME DESTINATIONS CHANGE THE STORY.
Alongside these two campaign chapters, we also proposed a dedicated approach for Rimowa bags. This part of the campaign is called "Everyday is a Step Forward", and it features the ambassadors in their everyday lives, accompanied by their Rimowa bags.
