"Travel Changed Me"

8 April 2025

90s

A rhapsodic journey.

This absolutely stunning commercial for luggage brand Away is a flare in the sky signalling a willingness by agency American Haiku to defy the self-imposed limitations of the advertising industry when it comes to certain sectors. Co-directors Jordan Hemingway and FKA twigs have delivered a visual rhapsody as they depict an intrepid tourist investigating new experiences.

The directors' Oscar-nominated cinematographer Lukasz Zal is fully off the leash and showing off all his skills in this sumptuous collection of beautiful vignettes. And the assembly by editor Dominic Leung heightens both the gorgeousness and the drama as the protagonist is enraptured by her discoveries.

Even the incongruousness of the product fits the narrative, as it makes it stand out, and ensures that the audience doesn't lose sight, amidst all the beauty, that this is, after all, advertising.

An unbelievably impressive piece of work from a young agency unafraid to show off its ambition? Yes please!

UK

Luggage