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Overview
Focus
This campaign showcases the latest Tumi & Peng streetwear collection in a series of cinematic video content pieces that together, build a recognizable brand world and “binge-able TV show” dynamic for Tumi & Peng’s Instagram.
Through visual storytelling and young, relevant character archetypes, we’ll be featuring Tumi & Peng products naturally in entertaining (fucking dope) content, rather than showing products overtly, in traditional photography formats that “feel” like ads.
Desired Campaign Outcome
Establish a distinct cinematic brand universe for Tumi & Peng — one that feels culturally relevant, fun and timeless.
Naturally feature the products/collection inside of aspirational, yet relatable character moments and scenes naturally, rather than showing products overtly in traditional photography formats that “feel” like ads.
Leverage 3 creative video content formats to produce a content series that feel like scenes or snippets from an ongoing story — something audiences want to revisit and tune in for. (The formats are “Micro-films”, “Vignettes” and “Video Lookbooks”.)
Execute a Tease → Unveil → Sustain rollout for the campaign’s content, maximizing organic engagement.
Position Tumi & Peng not just as apparel, but as a cultural signal.
Campaign Concept
A 90s hip-hop music video inspired, cinematic car ride around Cape Town that visually explores friendship, being carefree and having fun.
Synopsis / Narrative
A central male character moves through the city, picking up his friends one by one, to go on an undisclosed adventure, just like any other day.
The story unfolds almost entirely inside and around a stylish vintage car — a contained, intimate world in motion, shared among friends.
As each friend enters the car, a new "character" enters the fold, and the energy subtly builds. Fist bumps. Laughter. Smoke in the air. Music playing.
The “point” is presence and fun, and style without effort.
Cultural Lens
This campaign draws heavily from 90s East Coast hip hop — specifically the visual language of underground music videos and documentary-style urban filmmaking.
The visual tone borrows from grainy film textures, car-centric storytelling, tight interior framing and rhythm-driven edits.
Emotional Tone
Confident
Grounded
Intimate
Effortless
Timeless
Fun
Color & Tone
Palette:
Alternating monochrome black & white with grain texture, and cool-toned, slightly desaturated colour grades.
Temperature:
Cool daylight with hints of steel-blue and muted city tones.
Texture:
Grainy. Slightly raw. Film-inspired rather than glossy digital polish.
Cinematic Language
Occasional handheld shots for creating motion.
Tripod still compositions for shots outside of the car.
Occasional mounted rig shots attached to car doors or mirrors.
Composition:
Symmetrical, wide opening frames. (Main character approaching his car, etc.)
Intimate wide-lens interior car shots.
Close crop details of faces, fabric, hands, steering wheel, rearview mirror reflections.
Lighting Philosophy:
Naturalistic. Motivated by golden hour daylight.
Secondary option of controlled artificial lighting for evening/dusk scenes. Controlled but believable.
Locations / Environment
Primary environment:
Inside a vintage car. (Mercedes or other attainable car.)
Secondary environment:
Cape Town urban street or environment, around the vintage car. Understated neighborhoods, parking lots, low-rise architecture, subtle city textures.
Talent
Young, stylish, culturally aware.
Mixed casting.
18–26.
Male driver + 2 female and 1 male passenger.
Effortless presence.
Energy is relaxed, playful, natural — like jumping into your friend’s car and chatting shit.
No overacting. No forced swagger.
Wardrobe / Products
Every character wears Tumi & Peng head-to-toe.
The clothing feels like their everyday uniform.
Props / Objects
Vintage Mercedes (or similar attainable classic) + Steering wheel details + Rearview mirror hanging trinket, etc.
Car seats / textured interior surfaces
Sunglasses
Rings/jewellery.
Coffee cups
Cigarettes/Rollies
Mobile phones
Editing
Rhythm: Sharp, fast and cut to the beat.
Usage of multiple positions of fixed mounted camera inside and outside of the car, with edits showing progression of story.
(Lead character picking up friends and interacting in the car.)
Additional fragmented micro-cuts of:
Hands
Mirrors
Faces
Fabric/products
Gear shifts
Car wheels
Traffic
Fist bumps
Cigarrette lighting/rolling
Etc.
Titles
Simple logo reveal.
Optional: Potential campaign phrase.
“Move Together.”
“Ride With Us.”
“Local Design House”
(Serif font, white, or brand blue, red etc.)
Color Grading
Black & white sequences: High contrast. Film grain. Optionally more movement, shutter blur.
Colour sequences: Cool, slightly desaturated blues and neutrals. Controlled highlights. Deep but clean shadows.
Music
Genre: 90s East Coast hip hop.
Music must feel culturally literate — not nostalgic parody.
For example: Alps Cru - Just Can't Explain
Or, modern songs like: Kofi Stone - Flowers Flow
Sonic Atmosphere
Car engine hum
Door closing weight
Seatbelt click
Soft city ambience
Low murmur laughter
Footsteps approaching car
Subtle wind through open window
Next Steps:
The next step is to send us a message with your feedback, or approval of this treatment. Once approved, we move into the pre-production stage, and will send over your Pre-Production Package for your approval, covering all the logistical details for your production.
Thank you!
