Rimowa ︎︎︎ ‘Never Still’ ︎︎︎
Rimowa ︎︎︎ ‘Never Still’ ︎︎︎
‘Mastery is a moving target. Yet there are those determined to chase it.
Those who aren’t defined by where they’ve gone, but by where they have yet to go’.
Honored to help the freshly opened Anomaly Berlin (2018), win the comms pitch for RIMOWA (LVMH Group) with ‘Never Still’ - the luggage house’s first-ever global campaign, that drew on its rich history of making timeless suitcases for purposeful travelers. This all-media effort presented five stories about five cultural icons and long-time RIMOWA owners: Virgil Abloh, Adwoa Aboah, Roger Federer, Nobu Matsuhisa and Yoon Ahn. Fittingly, five films by five different directors were captured on three continents, depicting their unique lifelong journeys chasing mastery.
Coinciding with RIMOWA’s 120th anniversary, ‘No One Builds a Legacy By Standing Still’ was considered LVMH Group’s most succesful campaign that year and it set the tone for all subsequent brand narratives, including a ‘NEVER STILL’ product line lanched in 2021.
Rimowa // Never Still. ‘Did moving ideas, moving films, moving songs, ever surfaced from not moving?