Luggage and lifestyle brand Away has teamed up with creative agency American Haiku to launch a new campaign that reimagines the meaning of travel. Titled “Travel Changed Me,” the campaign challenges the traditional narrative of journey-as-destination, instead focusing on the profound inner shifts that happen when we step outside our everyday lives.
At the heart of the campaign is a hauntingly beautiful 90-second film co-directed by FKA twigs and Jordan Hemingway, shot on 35mm by Oscar-nominated cinematographer Lukasz Żal through production company Object & Animal. The sensorial short follows a woman traveling through Bangkok, floating down quiet canals in a long-tail boat and wandering the city’s bustling streets. Yet despite the vibrant setting, she feels adrift—until an unexpected encounter awakens something buried.
As rain falls and neon lights flicker, she is drawn into a Muay Thai boxing match. Pulled forward by a child’s hand and the chaos of the ring, she finds herself in a moment of total immersion. The sights, the sounds, the sweat and roar of the crowd—this isn’t just travel, it’s transformation. The knockout punch becomes symbolic of her inner shift. She hasn’t just visited Bangkok. She’s been changed by it. Watch below:
“Travel has always been about more than getting from one place to another,” said Christine Gallagher, VP of Integrated Marketing at Away. “It’s about living in the moment, expanding your horizons, and learning something new. We hope this spot empowers people to explore more of the world—and themselves—with confidence.”
Targeted to women aged 25–40, “Travel Changed Me” is the latest chapter in Away’s storytelling evolution, further deepening its connection with a community of wanderers, seekers, and dreamers. The campaign follows Away’s recent collaboration with The White Lotus, which included a limited-edition product line and a reimagined title sequence inspired by the show’s spirit of discovery.
According to Thom Glover, Chief Creative Officer at American Haiku, “We wanted to go beyond the postcard version of travel. This campaign is about the emotional impact—the way travel alters you, makes you braver, freer, more curious. ‘Travel Changed Me’ is an invitation to rediscover the world—and yourself.”
Directors FKA twigs and Jordan Hemingway echoed that sentiment: “We never remember our most poignant travel experiences exactly as they happened. They come to us as dreamlike impressions—moments that transformed us. Those are the stories worth telling.”
The campaign will run across Away’s social channels and ecommerce platforms, anchoring the brand’s spring push with both emotional resonance and cinematic style.
CREDITS:
BRAND: Away
ADVERTISING AGENCY: American Haiku
- Chief Creative Officer: Thom Glover
- Creative Directors: Ally Betker, Michael Hess, Ben Muckensturm
- Executive Producer: Mike Hasinoff
PRODUCTION COMPANY: Object & Animal
- Directors: Jordan Hemingway & FKA twigs
- Executive Producers: Morgan Clement, Dom Thomas
- Director of Photography: Łukasz Żal
- 2nd Camera Operator: Stanisław Cuske
- Head of Production: Rob Day
- Producer: Alex Chamberlain
- Production Manager: Sophia Dembitzer
- Production Assistant: Harvey Moore
- Hair & Makeup: Sam Lasscelle
PRODUCTION SERVICE COMPANY: TA Prod Inc.
- CEO: Serge Thimbre
- Partner & Executive Producer: Louis Ditapichai
- Partner: Chloe Wisaiket
- Line Producer: Boong Ponsaengson
- Production Manager: Tarn Khongsuthum
- 1st Assistant Director: Livt Pokinlarpat
- Art Director: Salem Kareeroj
- Stylist: Debbi Devakula Na Ayudhaya
EDIT: Marsheen
- Editor: Dominic Leung
- Assistant Editors: Ian Nabong, Matthew Blacklock
- Executive Producer: Harriet Cawley
COLOR: Electric Theatre Collective
- Colorist: Connor Coolbear
- Producer: George Blomiley
VFX: Purple Martin Studio
- Executive Producer: Joseph Radonich
- Production Manager: Conor Joyce
- Producer: Ollie Barron
- VFX Artists: Antonio Milo, James Littlemore
MUSIC SUPERVISION: Curation Music
- Executive Creative Director: Sunny Kapoor
- Managing Director: Connie Edwards
MUSIC:
“Mae Kha Som Tam” by Onuma Singsiri (Remixed by VOWWS)
Voiceover Casting: Just Voices Casting
SOUND DESIGN AND MIX: Ballad
- Sound Designers & Mixers: Adrian Aurelius, Philip Nicolai Flindt
- Executive Producer: Gregers Mærsk Møller
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