This campaign's objective was to launch one of Expedia's brand new One Key rewards program

and show travel in a different way to the perfect, beautiful destination shot on a brochure.

The campaign is about real people, the real reasons they travel, and the real ups and downs they face along the way; all infused with a sense of energy, irreverence and fun. The goal was to bring to life “traveler portraits.” Each suitcase represents a different traveler–– Some hit all the hotspots; others take the road less traveled. Some fly so often they’ve seen every movie on the list; others dream of that once-a-year view from the plane window.

We wanted the luggage to feel like the main characters in the story. That meant ensuring we shot on location across the world, using natural light so that it felt distinct to the different environments. And because the luggage were the main characters we shot them the same way we would an actor: each suitcase rigged up so that the camera moved at their pace and with them.

There’s a surprising amount of feeling in these inanimate objects, as they get pushed, pulled, bumped and squeezed through their journey—revealing a fair bit about their owners along the way.

Thanks to cinematographer, Emmanuel Lubezki, the direction is visually heightened by the way the films are shot: carefully designed graphic framing, atmospheric and cinematic setups. The music ramps up the tension, too lending a pleasantly cartoony feel to the spot, and frankly just making you want to take a trip.