LVMH-owned Rimowa has recently launched an advertisement starring basketball legend LeBron James on his global pursuit of athleticism as a part of their “Never Still” campaign, which launched last year to celebrate the brand’s 120th anniversary
Speaking on his life experiences, LeBron gives a series of inspirational tips.
“The road is the greatest teacher there is. If you never leave you never learn. Out there you gotta be uncomfortable to be comfortable.”
More than a promotion of a luxury luggage brand, the video clip is a portrayal of LeBron’s personal philosophy, which he explains requires pushing yourself outside of your comfort zone to thrive. The ad, beautifully filmed by director Philippe Tempelman, finds a balance between advertising the brand and implying a deeper message; It depicts his rough road to success.
“When you watch this, you see me walking down the hotel hall with the travel luggage, you see me packing my bags for a road trip, but the spot is about so much more than me being around a bunch of luggage,” said James. “It’s beautiful luggage! But it’s about more than that — I’m more than an athlete, and I always want people to understand that.”
The campaign also features Dior Homme artistic director Kim Jones and Chinese master pianist Yuja Wang who were also shot traveling between four countries – documented by a different director, tasked with creating content.
The ads will run on digital and out-of-home channels including in-flight on carriers along with cinemas and airports in markets including China, France, Germany, Hong Kong, Japan, the United Kingdom and the US.
CREDITS
Client: Rimowa
Chief Brand Officer: Hector Muelas
Head of Global Marketing: Jenny Huang
Head of Global PR: Samantha Garrett
Global Art & Creative Manager: Yannis Henrion
Global Senior Copywriter: Nicole Rodriguez Woods
Agency – Anomaly Berlin
Executive Creative Director: Frank Hahn
Creative Directors: Sebastian Lyman, Nikolaus Ronacher, Bertrand Fleuret
Executive Producer: Kerli Teo
Producer: Joanna Roman, Eric Kim, Tobias Moellenbach, Jana Schelkle Stills
Producer: Davor Brkan
Account Director: Tania Delamotte
Account Manager: Julia Saumande, Claudia Mulligan
Project Manager: Mona Vogel
Strategist: Anneliese Rapp, Dan Ball
Art Director: Mayara Schmidt, Jan Volpp, Yonca Yilmaz, Konstantin Kopf
Copywriter: Malu Figuereido
Legal: Julia Clark, Therese Spillane, Grant Thompson
Film – BWGTBLD Berlin
Director: Philippe Tempelman
DOP: Patrick Scola
Editor: Sam Ostrove @ Cabin Edit
Executive Producer: Philipp Ramhofer
Producer: Juliane Geusendam
Visual Effects: Swiss International AB
Photography – Matt Jones
Photographer: Matt Jones
Agent: Jillian Johnson, John Moore @ Walter Schupfer Management
Producer: Jay Rodan @ Sheriff Production
Retouching: Velem LA, 100Berlin Creative Retouching