Today, as part of RIMOWA’s 'Never Still' global integrated campaign, the brand is unveiling Kim Jones' icon film.
Following the launch of last year’s first global integrated brand campaign that marked the brand’s 120th anniversary, today, RIMOWA continues the conversation on purposeful travel with three impactful films featuring intimate portraits of iconic friends of the brand.
The select cast celebrates the collective mindset that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still. While this campaign echoes the ethos set forth by RIMOWA in their first global brand campaign, this second look focuses on the hardships of the road, both real and metaphorical, and the resilience and drive required to endure and thrive.
Basketball legend, LeBron James; Artistic Director Dior Men's and fashion designer, Kim Jones; and Chinese pianist prodigy, Yuja Wang all share an intimate view into their lives on the go, and how constant challenge drives them toward success.
Shot across 4 countries by 3 different directors, every director worked closely with each individual icon to create an emotionally insightful, personal and visually distinct expression of their particular journey.
Following the launch of last year’s first global integrated brand campaign that marked the brand’s 120th anniversary, today, RIMOWA continues the conversation on purposeful travel with three impactful films featuring intimate portraits of iconic friends of the brand.
The select cast celebrates the collective mindset that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still. While this campaign echoes the ethos set forth by RIMOWA in their first global brand campaign, this second look focuses on the hardships of the road, both real and metaphorical, and the resilience and drive required to endure and thrive.
Basketball legend, LeBron James; Artistic Director Dior Men's and fashion designer, Kim Jones; and Chinese pianist prodigy, Yuja Wang all share an intimate view into their lives on the go, and how constant challenge drives them toward success.
Shot across 4 countries by 3 different directors, every director worked closely with each individual icon to create an emotionally insightful, personal and visually distinct expression of their particular journey.
Directed by Swiss duo Jonas and Julien, Artistic Director Dior Men's and fashion designer Kim Jones is one of the three icons featured in this year's campaign. Shot in India and Japan, the film follows Kim as he travels the world for work and inspiration – a celebration of how a designer sees the world and how he weaves inspiration from these locations into his work.
A collage of colourful scenes and rich textures from rural landscapes to dense urban scenes, the film shows how these pieces of inspiration can come from anywhere, and sometimes collide to create the new and exciting.
"I think, if you don’t go into the unfamiliar, you don’t feel uncomfortable. And if you don’t feel uncomfortable, you can't challenge yourself," said Jones. Throughout his film, we see how two of Kim’s favourite places – the city of Tokyo and the jungles of India – come together in surprising ways to fuel Kim’s imagination. For Kim, travelling around the world is an essential part of his life and creative process. Kim explains, "I think my whole life has been never still. Everything I see, everything I do is part of the philosophy of my designs."
The global integrated brand campaign will be featured across paid and owned social and digital channels, Air France, British Airways, and Cathay Pacific in-flight entertainment, select cinemas in the US and Europe, airports in New York, Los Angeles, London, Paris, Nice, Shanghai and Hong Kong, and OOH in key cities like New York, Los Angeles, Paris, London, Hong Kong, Seoul and Tokyo. The campaign will also feature retail activations and exclusive limited-edition stickers.
Created in partnership between Anomaly in Berlin and RIMOWA’s internal creative team, the campaign will be activated globally with special emphasis on RIMOWA’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.
A collage of colourful scenes and rich textures from rural landscapes to dense urban scenes, the film shows how these pieces of inspiration can come from anywhere, and sometimes collide to create the new and exciting.
"I think, if you don’t go into the unfamiliar, you don’t feel uncomfortable. And if you don’t feel uncomfortable, you can't challenge yourself," said Jones. Throughout his film, we see how two of Kim’s favourite places – the city of Tokyo and the jungles of India – come together in surprising ways to fuel Kim’s imagination. For Kim, travelling around the world is an essential part of his life and creative process. Kim explains, "I think my whole life has been never still. Everything I see, everything I do is part of the philosophy of my designs."
The global integrated brand campaign will be featured across paid and owned social and digital channels, Air France, British Airways, and Cathay Pacific in-flight entertainment, select cinemas in the US and Europe, airports in New York, Los Angeles, London, Paris, Nice, Shanghai and Hong Kong, and OOH in key cities like New York, Los Angeles, Paris, London, Hong Kong, Seoul and Tokyo. The campaign will also feature retail activations and exclusive limited-edition stickers.
Created in partnership between Anomaly in Berlin and RIMOWA’s internal creative team, the campaign will be activated globally with special emphasis on RIMOWA’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.
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