Typography, set/props, camera angles and styling were pushed outside the comfort zone from the previous regime.

Before joining Tumi I came from fashion. Products should have life; character and movement. For a category as structural as luggage, wide angles and sharp lighting was far more sexy than lined products.

Department heads understood the director they hired but it required strong negotiating to get alternative shots to try something new. After that first shoot I brought in the team credited to the right.