American Haiku harnesses the popularity of White Lotus to create an intense and exotic visual experience.
When you think of advertising for a luggage brand like Away, you’d expect to see traditional travel marketing images focused on destinations and picturesque landscapes. But instead, Brooklyn-based creative agency American Haiku
have taken an altogether different approach.
The campaign, entitled Travel Changed Me, focuses instead on the transformative power of travel. They’ve taken this concept and truly run with it. The resulting 90-second ad is an epic, cinematic experience with ambition and scale that reminded me of Guinness’s groundbreaking Swimback ad from 1998.
What’s the story?
Shot on 35mm by Academy Award-nominated cinematographer Lukasz Zal, the ad follows a woman navigating Bangkok’s waterways and streets. She initially experiences a profound sense of disconnection despite being surrounded by the vibrant city.
As night falls and rain pours down, she’s drawn to a Thai boxing ring glowing with neon light. Led by a child, she tentatively enters this world of intense sensory stimulation. The sound of the fight, the movement of the boxers, and the energy of the crowd culminate in a knockout moment that triggers an awakening within her. It’s a perfect metaphor for how travel can transform us in unexpected ways.
Jordan Hemingway and musician-artist FKA Twigs co-directed the film, bringing a distinctive artistic vision to the project. “We wanted to look at things differently,” they say. We never remember our most poignant travel experiences exactly as they were. They come to us as dreamlike memories, the things that stood out, that made them noteworthy. These are the impressions that stick with us and become part of who we are.”
City of transformation
The film specifically takes place in Bangkok, known locally as Krung Thep, which translates as City of Angels or, more literally, residence for the gods. As the protagonist narrates in the film: “I was doing all the things you’re supposed to do… walking the city. It was all just washing over me. I felt like I was searching… I don’t know what for.”
This sense of searching for something undefined captures the essence of the campaign: travel as a quest for self-discovery rather than ticking landmarks off a bucket list. By focusing on a Muay Thai match as a transformative experience, the campaign highlights how unexpected encounters can become defining moments in our travels.
In a market often dominated by aspirational imagery of perfect destinations, Away’s Travel Changed Me offers a refreshingly authentic perspective on why we travel – not just to see new places but to discover new facets of ourselves.
Beyond destinations
Fundamentally, the campaign represents a growing shift in travel marketing, branding and advertising that focuses on internal transformation rather than external destinations.
As Christine Gallagher, VP of Integrated Marketing at Away, notes, “Travel has always been about more than getting from one place to another. It’s about living in the moment, expanding your horizons, and learning something new. At Away, we pride ourselves on products designed to last trip after trip. We hope this spot empowers people to explore more, see more, and experience more of the world with confidence.”
Thom Glover, chief creative officer at American Haiku, elaborated on the campaign’s philosophy. “We wanted to go beyond the traditional travel industry narrative,” he says. “‘Travel Changed Me’ isn’t about destinations, it’s about transformation. Travel can be a powerful motivator for self-discovery, for uncovering new parts of who you are.”
The campaign is part of Away’s ongoing partnership with HBO’s acclaimed series The White Lotus, which filmed its newest season in Thailand. This collaboration has already yielded a dedicated White Lotus product line and a reimagining of the show’s iconic title sequence.
The choice of FKA Twigs, known for her boundary-pushing artistic vision, reflects Away’s understanding of its target demographic: women aged 25-40 who view travel as a catalyst for personal growth rather than mere escape.
Technical craftsmanship
The film’s dreamlike quality was achieved through a healthy dose of technical expertise. Production was handled by Object & Animal, and TA Prod Inc. provided local production services in Thailand. The cinematography by Lukasz Zal, who was Oscar-nominated for his work on Ida and Cold War, captures Bangkok with a distinctive visual style that beautifully enhances the sensory narrative.
Post-production was shared between Marsheen for editing, Electric Theatre Collective for colour grading, and Purple Martin Studio for visual effects. The soundtrack features Mae Kha Som Tam by Onuma Singsiri, remixed by VOWWS, with sound design and mixing by Ballad.
The campaign will primarily run on Away’s social channels and e-commerce platforms, aiming to reinforce the brand’s identity among its passionate community of travellers.
